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 that the student is preparing for the Final Marketing Plan of week 6.

Assignment Steps

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

This document should address:

1 – 5 elements from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (listed below). Mandatory are Item #1, Item #4 (numerical demographics), and Item #3; the two additional choices are the student’s choice.

The five elements you select should only come from the options provided below. You must include a numerical 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:

5. Creating a Brand Image
6. Maintaining Brand Image
7. Branding Concerns
8. Promotion/Integrated Marketing Communication
9. Advertising Strategy/Objectives
10. Push and Pull
11. Media Strategy
12. Advertising Execution
13. 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 guidelin