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Marketing Communication and Brand Strategy

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Purpose of Assignment

This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.

Assignment Steps

Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document.

  • Situational Analysis:

·         Vision , Mission, Strategic objectives, Values

·         Strengths/Weaknesses

·         Competitor’s Strengths/Weaknesses

·         Market Segments

  • Product, Place/Distribution, Promotion, and Price Strategies:

·         Creating a Brand Image

·         Maintaining Brand Image

·         Branding Concerns

·         Promotion/Integrated Marketing Communication

·         Advertising Strategy/Objectives

·         Push and Pull

·         Media Strategy

·         Advertising Execution

·         Public Relations/Strategies

Note: Charts/graphs/tables do not count toward the word count.

The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.

Cite a minimum of three peer-reviewed references.

Format your assignment consistent with APA guidelines.

Attachments:

research_marketing_questions.doc

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