MRKT 610: Branding Brand Analysis Project Enhancing Customer Perceived Value through Psychological Ownership One of the ways marketers can enhance their customers’ perceptions of value is by facilitating feelings of psychological ownership of a product or brand (Fuchs, Prandelli, & Schreier, 2010; Kirk, Swain, & Gaskin, 2015; Peck & Shu, 2009). Please read one of the articles about psychological ownership posted in Blackboard to help you understand the concept and its application in marketing. I have also posted the slides we are covering in class about the topic. Your task for the final project is to use the concept of psychological ownership to make a recommendation for how the company you are analyzing could enhance consumers’ psychological ownership of one of their products, their company, or their brand. This is a required task and will be assessed in the rubric under “Is the brand analysis insightful, appropriate, and clearly connected to customer value?” Fuchs, C., Prandelli, E., & Schreier, M. (2010). The Psychological Effects of Empowerment Strategies on Consumers' Product Demand. Journal of Marketing, 74(1), 65-79. doi:10.1509/jmkg.74.1.65 Kirk, C. P., Swain, S. D., & Gaskin, J. E. (2015). I'm Proud of It: Consumer Technology Appropriation and Psychological Ownership. Journal of Marketing Theory & Practice, 23(2), 166–184. Peck, J., & Shu, S. B. (2009). The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 36(3), 434-447.