Develop a minimum 850-word branding strategy and marketing communication plan

December 21, 2019

Develop a minimum 850-word branding strategy and marketing communication plan

Marketing Communication and Brand Strategy

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 850-word branding strategy and marketing communication plan in Microsoft^® Word. This document should address at least 7 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 seven 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. 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.