Marketing Communication and Brand Strategy
Marketing Communication and Brand Strategy
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Assignment Content
1.
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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.
Assignment Steps
Resources: Marketing Plan and Outline
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.
o Situational Analysis:
o Vision , Mission, Strategic objectives, Values
o Strengths/Weaknesses
o Competitor’s Strengths/Weaknesses
o Market Segments
o Product, Place/Distribution, Promotion, and Price Strategies:
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Promotion/Integrated Marketing Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Public Relations/Strategies
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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.
Format your assignment according to APA guidelines.
Submit your assignment.
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