Branding Strategy and Marketing Communication This assignment is designed to help students understand the interrelationships between brand strategy and the
Branding Strategy and Marketing Communication 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 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.
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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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