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.
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. 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
Running head: BRANDING STRATEGY AND MARKETING COMMUNICATION PLAN
Branding Strategy and Marketing Communication Plan
Course Number-Name of Course
BRANDING STRATEGY AND MARKETING COMMUNICATION PLAN
A vision describes what an organization would like to be in the future. This vision guides
the company in ensuring that the whole entity is progressing as intended by the application of
well-defined measurable steps, articulates Yeshin (2012). A vision for an organization intending
to undertake marketing comprises of what the organization would wish to accomplish or achieve
in the midterm or long-term future.
An organization’s mission is a concise explanation of reasons that an entity has for its
existence. The mission is used to describe the purpose and overall intentions of an organization.
The mission should support the vision while serving to communicate the purpose and direction
of employees, vendors, customers as well as other stakeholders.
An organization can create smart and actionable plans to work for the business. Strategic
objectives are fundamental blocks that are used to build the strategic plan. The strategic
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