Donna Faye Baum

Document Type

Honors Project

First Advisor

Dr. Daniel Spitzer

Degree Award Date

Spring 2000


Brand Management, marketplace, framework, guidelines


Advertising and Promotion Management | Business


The main objectives of this paper are to (1) establish the importance of branding in the marketplace (2) provide a framework for instituting a brand (3) supply guidelines to maintaining brand power and (4) present evidence that encourages the branding of a specific commodity. To accomplish these objectives, a case study is presented on Perdue Farms Inc. Perdue Farms was chosen because of the company's success at branding. Through effective brand marketing, Perdue Farms was able to transform a specific commodity, the chicken, into a premium product.