Branding Strategy and Marketing Communication

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YNObl

Business Finance

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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

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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:
o Vision, Mission, Strategic objectives, Values
o Strengths/Weaknesses
o Competitor's Strengths/Weaknesses
o Market Segments

• 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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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: o Vision, Mission, Strategic objectives, Values o Strengths/Weaknesses o Competitor's Strengths/Weaknesses o Market Segments 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 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.
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Running head: BRAND STRATEGY AND MARKETING COMMUNICATION

Branding Strategy and Marketing Communication
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BRAND STRATEGY AND MARKETING COMMUNICATION

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Branding Strategy and Marketing Communication
Strengths/Weaknesses
The Strengths and weaknesses of Microsoft will have a significant contribution in the
development of the brand strategy and marketing communication of the product. The following
is a discussion of Microsoft’s strengths and weaknesses and hoe they will have an impact on
brand strategy and marketing communication.
The primary strength of Microsoft is that it is a global company, which has operations in
more than 190 countries. Microsoft does not need any introduction, and that will work in its
favor. It is also important to note that Microsoft has a solid customer base, a group of people who
do not question the quality of the products of the company. Besides, a majority of the world's
computers use Microsoft OS, and that is likely to be useful in the enhancement of the utilization
of the Skype Product (Shi et al., 2010). However, there are also weaknesses that are capable of
having harmful effects on the products of the company. The first weakness is that Microsoft has
not been innovative enough to counter the effects of the decline of the sale of PCs. With the
development of smartphones and tablets, there has been a decline in the use of PCs, and ...

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