marketing communication and brand strategy 23

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.

• Situational Analysis:
  • Vision, Mission, Strategic objectives, Values
  • Strengths/Weaknesses
  • Competitor’s Strengths/Weaknesses
  • Market Segments
• Product, Place/Distribution, Promotion, and Price Strategies:
  • Creating a Brand Image
  • Maintaining Brand Image
  • Branding Concerns
  • Promotion/Integrated Marketing Communication
  • Advertising Strategy/Objectives
  • Push and Pull
  • Media Strategy
  • Advertising Execution
  • Public Relations/Strategies

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

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