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
- 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 (Apple Inc.). 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. Include Header, headlines, in-text citations, and references
Explanation & Answer
Marketing Communication and Brand Strategy – Outline
A. Vision & Mission
D. Competitors Weaknesses
E. Market Segment
F. Competitors Strength
Product, Place/Distribution, Promotion,
A. Creating Brand Image
B. Media Strategy
Running head: MARKETING COMMUNICATION AND BRAND STRATEGY
MARKETING COMMUNICATION AND BRAND STRATEGY
Vision & Mission
Apple's vision statement brings out the fundamental core values of the organization that
is critical to the success of the entire team. The firm emphasizes creativity and innovation and
providing user-friendly technology. The company values teamwork which is a great ingredient
for brainstorming excellent ideas and develop unique innovation. The company has a culture of
excellence and honesty which enables it to be the best in all it does and achieve highperformance standards.
Apple's mission statement for 2017 is as follows;
"Apple designs Macs, the best personal computers in the world, along with OS X,
iLife, iWork and professional software. Apple leads the digital music revolution
with its iPods and iTun...