Identify and describe the brand’s target audience/customers and conduct some form of ‘situation analysis’ which culminates in the creation of a brand
SWOT analysis.
Develop a Brand concept map for the brand relevant to your chosen context and strategy and link it explicitly to the above task. Explain the key perceptions and associations of the brand and evaluate these critically.
Depending on your chosen scenario, select and develop an appropriate ‘brand
planning model’ to develop some core aspects of your revitalization strategy. You must state explicitly why you have chosen this model and create the relevant content for your specific application, culminating in an appropriate design of the brand mantra. Ultimately, of course, the brand manager will need to understand, exactly what you’ve done, why, how, etc.
Analyze the media landscape of your chosen market in relation to your company’s target audience. Develop and present a typical target customer journey and specify how your organization intends to interact with and engage them along the journey from awareness to advocacy, stating explicitly which marketing communications tools, techniques, channels, and media you intend to use, and why.
Specify which brand and marketing performance metrics you intend to use to
assess the performance of your marketing communications campaign.
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