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 (APPLE CORP). 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. Click the Assignment Files tab to submit your assignment.
Explanation & Answer
BRANDING STRATEGY AND MARKETING COMMUNICATION
Running head: BRANDING STRATEGY AND MARKETING COMMUNICATION
Branding and marketing communication are tools used by an organization to create
visibility and differentiation in the marketplace. The competing marketplace in the mobile
communications and big data is becoming essential for global companies. Apple incorporation is
not an exception in the drive to grow its market share as well as customer base (Keller, 2016).
The Apple Company has the unique vision and mission statement. Its vision and mission
statement reads, “Apple designs Macs, the best personal computers in the world, along with OS
X, iLife, iWork, and professional software. Apple leads the digital music uprising with iPods and
iTunes online store. The reputation of being the best has been transferred into mobile telephony.
The new global trend is to use the mobile phone to communicate, connect to the in...
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