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Rebranding Strategy Instructions
Identify one current struggling consumer product.
Access the GCU Library business data bases. Research “rebranding strategy.”
In a paper of 750-1,000 words, present a rebranding strategy for the product, including the following:
1.A new name
2.Changes in packaging
3.The price point
4.Product position
5.Advertising strategy
6.A distribution method
7.Improvements in design or quality
Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student
Success Center. An abstract is not required.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become
familiar with the expectations for successful completion.
You are required to submit this assignment to LopesWrite. Refer to the LopesWrite Technical Support
articles for assistance.
Course Code
Class Code
Assignment Criteria
Introduction and Conclusion
Rebranding Strategy Presentation
Thesis Development and Purpose
Mechanics of Writing (includes spelling,
punctuation, grammar, language use)
Paper Format (Use of appropriate style for the
major and assignment)
Research Citations (In-text citations for
paraphrasing and direct quotes, and reference
page listing and formatting, as appropriate to
assignment and style)
Total Weightage
Assignment Title
Rebranding Strategy
Unsatisfactory (0.00%)
An introduction and conclusion are not present.
Strategy is not present.
Paper lacks any discernible overall purpose or organizing
Surface errors are pervasive enough that they impede
communication of meaning. Inappropriate word choice
and/or sentence construction are used.
Template is not used appropriately or documentation format
is rarely followed correctly.
No reference page is included. No citations are used.
Total Points
Less than Satisfactory (65.00%)
An introduction and conclusion are present, but connections
are not made to course objectives.
Strategy is incomplete or omits some requirements stated in
the assignment criteria.
Thesis and/or main claim are insufficiently developed and/or
vague; purpose is not clear.
Frequent and repetitive mechanical errors distract the
reader. Inconsistencies in language choice (register) and/or
word choice are present. Sentence structure is correct but
not varied.
Appropriate template is used, but some elements are missing
or mistaken. A lack of control with formatting is apparent.
Reference page is present. Citations are inconsistently used.
Satisfactory (75.00%)
An introduction and conclusion are present; cursory
connections are made to course objectives.
Strategy is adequately presented.
Thesis and/or main claim are apparent and appropriate to
Some mechanical errors or typos are present, but are not
overly distracting to the reader. Correct and varied sentence
structure and audience-appropriate language are employed.
Appropriate template is used. Formatting is correct, although
some minor errors may be present.
Reference page is included and lists sources used in the
paper. Sources are appropriately documented, although
some errors may be present.
Good (85.00%)
An introduction and conclusion are present. Relevant
connections are made to course objectives in a thoughtful
Strategy is thoroughly presented.
Thesis and/or main claim are clear and forecast the
development of the paper. It is descriptive and reflective of
the arguments and appropriate to the purpose.
Prose is largely free of mechanical errors, although a few may
be present. The writer uses a variety of effective sentence
structures and figures of speech.
Appropriate template is fully used. There are virtually no
errors in formatting style.
Reference page is present and fully inclusive of all cited
sources. Documentation is appropriate and citation style is
usually correct.
Excellent (100.00%)
An introduction and conclusion are present. Relevant
connections are made to course objectives in a thoughtful
and insightful manner. Critical and creative thinking is
Discussion is comprehensive, accurate, and persuasive;
definitions are clearly stated. Research is adequate, timely,
and relevant, and addresses all of the issues stated in the
assignment criteria.
Thesis and/or main claim are comprehensive. The essence of
the paper is contained within the thesis. Thesis statement
makes the purpose of the paper clear.
Prose is free of mechanical errors. Writer is clearly in
command of standard, written, academic English.
All format elements are correct.
In-text citations and a reference page are complete and
correct. The documentation of cited sources is free of error.
Points Earned

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