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

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 700-word branding strategy and marketing communication plan in Microsoft^® Word.

This document should address:

1 - at least 5 elements from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (listed 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:

1.    Vision , Mission, Strategic objectives, Values

2.    Strengths/Weaknesses

3.    Competitor's Strengths/Weaknesses

4.    Market Segments

• Product, Place/Distribution, Promotion, and Price Strategies:

1.    Creating a Brand Image

2.    Maintaining Brand Image

3.    Branding Concerns

4.    Promotion/Integrated Marketing Communication

5.    Advertising Strategy/Objectives

6.    Push and Pull

7.    Media Strategy

8.    Advertising Execution

9.    Public Relations/Strategies

Note: Charts/graphs/tables do not count toward the word count.