Directions
Proposal of Branding Approach
As part of the working group, you have been asked to propose a branding approach that would help the company increase brand awareness for the new product, and to explain how you might utilize current corporate social responsibility initiatives and ethical practices to support branding efforts. Your recommendation should be aligned with the company’s mission, vision, and target audience and build on the company’s marketing strategy.
- Read the Promote a Brand: SNHU Pet Supply Case Study located in the Supporting Materials section. This case study includes important details about the company. If you chose a different company for your project, provide a 1-page summary with background information about the company, their overall marketing strategy, and a new product line. Use the Promote a Brand: SNHU Pet Supply Case Study as an example of how to present this information. Include your summary as the last section of your written report.
- Present your proposal for the branding approach as a written report. Your report should be 1,000–1,500 words total. The recommended length for each section is provided below. Be sure to address the following:
- Recommend a branding strategy that the company could use to increase brand awareness for the new product. Provide a rationale for your recommendation. Why are you recommending this strategy? Consider how your recommendation aligns to the company’s mission, vision, target market, and overall organizational goals. (300–400 words)
- Explain how social responsibility initiatives will help support the brand, including examples. How will the initiatives influence how the target customers see the brand? (100–150 words)
- Outline how you would apply the marketing mix to your recommended strategy. Provide specific examples. (200–300 words)
- Do your marketing mix and your branding strategy align?
- How would you adjust your marketing mix to support your branding strategy?
- How would you position your product to differentiate from the competition?
- Explain how consistent brand communications will contribute to increasing brand awareness for the new product. Support your response with specific examples. (200–250 words)
- Propose strategies the company could implement to protect the brand: Consider actions that the company could take to proactively protect the brand, and possible scenarios that the company might need to react to. (200–250 words)
- How will these strategies help you improve or sustain the company’s reputation?
- How would you plan for an inevitable crisis situation? What does the company need to have in place to properly react to a crisis?
- What legal strategies do you recommend to protect the brand?
- Identify the ethical considerations that must be made when conducting marketing activities for this product. For instance, what should the company consider to avoid unethical marketing? How could unethical marketing affect the product’s brand? (100–150 words)
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