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Understanding the customer and how they relate to different products and brands is one of the key skills of marketers and managers with a customer orientation

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Understanding the customer and how they relate to different products and brands is one of the key skills of marketers and managers with a customer orientation. This assignment will prompt you to closely study the target customer of 3 brands of your choosing.

First, select 3 brands to study for this assignment. This can be a brand you currently use, would like to use, or know of other people using. Feel free to be creative, but make sure to select brands that you have some level of familiarity with; otherwise this assignment may prove too difficult to complete.

Next, construct a persona that represents the target customer for each of those brands. To do this, use the tools discussed in the pre-recorded lectures and in class. Your persona should be 1 paragraph with a sufficient level of detail. Feel free to do some research online or ask your colleagues, friends, or peers for their perspectives about the prototypical customer of your chosen brand. Don't forget to give your persona a name!

Then, identify the nature of this persona's relationship with the brand. That is, what socialrelationship (e.g., mother-daughter, boss-employee, frenemy) does this persona's relationship with the brand most closely resemble? Use content from the pre-recorded lectures or Susan Fournier's research on consumer-brand relationships as inspiration. In 2-3 sentences, describe the relationship and justify your reasoning. To prompt your answer, consider questions such as: How does the persona use the brand? What do they expect of the brand? How often do they interact, and what are those interactions like?

Finally, identify 1 pain point in this consumer-brand relationship and a potential solution. At this point, you should have a sense for the target persona's underlying psychology and a relationship-based framework for understanding how they relate to the brand. Putting yourself in that persona's shoes, what parts of this relationship could be improved upon? Describe a pain point and a potential solution.

Each customer/brand study (30 pts each) should fit onto a single double-spaced page or 1 PPT slide.