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MKTY6 Branding

tag 0 Download 13 Pages / 3,245 Words tag 20-07-2021


Context for new brand

Briefly outline your new brand idea, including key product attributes and benefits

Choose and define a specific target market for your new brand (detail profile – key attributes, attitudes or behaviour, need your brand will aim to satisfy)

Note carefully: your branding recommendations should be focused on this specific target market.

Identify and outline the key competitors

Brand name

Recommend an effective brand name for your new brand. Explain the rationale behind your recommendation.

Brand identity

Develop the brand identity for your new brand, including:

Clear identification of core identity and extended identity

Key brand elements (eg logo, slogan – you can include a sketch / mock up to illustrate)

Brand personality

Brand position

Develop a strategy to effectively position and differentiate your brand to your target market to achieve a competitive advantage.

Your positioning strategy should include:

Customer-focused value proposition

Brand mantra that clearly represents what your brand is

Points-of Parity

Points-of Difference

Refer to “Brand Positioning Bull’s-eye” (p. 309 in Kotler, P & Keller K.L. (2012). Marketing Management (14th ed). Harlow, England: Pearson Education Limited)

Integrated brand communications plan

Recommend an integrated marketing communications plan to launch your new brand and build a sustainable competitive advantage, including:

Implementation detail

Description of how communications will be integrated to enhance brand image

Growing and sustaining brand equity

Outline your strategy for growing and sustaining brand equity into the future.

Brand performance

Recommend and explain a brand equity measurement system that you could implement to audit and evaluate brand performance. 

Report readability and presentation

Clearly structured and well laid out report

Logical, fluent, succinct and correct (grammar and spelling) expression

Adequate and correct referencing

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Total 13 pages

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