Project Assignment
Overview
The project for this course is a strategic brand analysis. You will assume the role of an independent marketing consultant tasked with analyzing brands that are in the following stages of a brand life cycle:
• Process of brand development
• Brand growth and reinvention
• Brand maturity and decline
Throughout these stages, you will determine what critical decisions need to occur at each stage to build and grow the brand and keep it relevant as it matures, as well as what decisions you will make for a declining brand. As a consultant, you will evaluate how the marketing mix is applied at each stage of the brand life cycle in order to identify areas for improvement. You will analyze the role and function of various stakeholders throughout the cycles. Additionally, you will provide solutions, recommendations, and marketing strategies for the brand at each stage to help it achieve its goals. The strategic brand analysis will allow you to apply knowledge you have acquired throughout this course to brands at each stage and to apply your knowledge of key aspects of branding, including brand equity, positioning, differentiation, relevance, and consumer engagement.
For your final project, you will describe the attributes of the brands, identify the 4P's of the brand, and recommend marketing strategies to effectively help companies achieve their branding goals. Each activity and milestone for this course will prepare you for developing the proposal.
The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three, Four, and Six. The final product will be submitted in Module Seven.
In this assignment, you will demonstrate your mastery of the following course outcomes:
• Determine impact of employees on the success or failure of a brand for informing marketing strategies
• Develop appropriate components of marketing strategies for a product or service that align with a brand's mission
• Develop recommendations based on the marketing mix for informing brand strategies
• Establish the role and function of internal and external stakeholders for ensuring the effective management of a brand
• Establish the appropriate legal and ethical guidelines that must be considered in the management of a brand
Prompt
For the summative assessment, you will assume the role of an independent marketing consultant and will review companies whose brands are in 1) the development stage, 2) the growth stage; 3) and the maturity or decline stage. You will select one brand for each stage, analyze them, and create a strategic brand analysis that contains specific marketing strategies each company could employ to help the brand achieve its goals.
Specifically, you must address the critical elements listed below. Most of the critical elements align with a particular course outcome (shown in brackets).
I. Brand Creation and Development: Focus on the brand that is being developed and introduced into the market and address the following elements:
a. Describe the attributes of this brand.
i. Discuss how the internal stakeholders (e.g., employees) are engaged in the development of the brand and building the brand identity.
ii. Identify the legal and ethical issues the company should be concerned about in this stage.
b. Identify the 4P's of the brand.
i. Describe how the brand uses the marketing mix elements as a guide in this stage.
ii. Analyze the impact of the marketing mix on overall brand perception.
iii. Describe the function of multiple internal teams in applying the marketing mix in the development stage.
c. Marketing strategies.
i. Describe existing marketing strategies used by the brand to successfully launch a new product.
ii. Analyze the marketing strategies for their effectiveness in this stage of the brand.
iii. Discuss any legal or ethical issues that have arisen and how they have impacted the brand.
iv. Identify and describe two new marketing strategies the brand can employ in this stage.
II. Brand Growth and Reinvention: Focus on your brand that is in the growth stage, facing competition and in need of differentiation, and address the following elements:
a. Describe the attributes of this life cycle stage.
b. Identify the 4P's of the brand.
i. Describe how the brand uses the marketing mix elements as a guide in this stage.
ii. Analyze the impact of the marketing mix on overall brand perception.
iii. Describe the role of stakeholders in supporting the growth and reinvention of a brand.
III. Brand Maturity or Decline: Focus on your brand that is in the mature or declining stage and address the following elements:
a. Describe the attributes of this life cycle stage.
b. Identify the 4P's of the brand.
i. Describe how the brand uses the marketing mix elements as a guide in this stage. [MKT-400-03]
ii. Analyze the impact of the marketing mix on overall brand perception. [MKT-400-03]
iii. Describe the role of stakeholders in ensuring the relevance of a brand in the maturity or decline stage. [MKT-400-04]
Milestones
Milestone One: Developing a Brand
In Module Three, you will apply principles and concepts you learned in Modules One and Two to analyze a brand in its development stage. In this assignment, you will identify key attributes of a brand in its creation and development stage, assess how the marketing mix is currently being used at this stage to develop brand equity, and explain how marketing strategies are used to successfully launch a new product.
Milestone Two: Brand Growth
In Module Four, you will identify key attributes of a brand in the growth stage, assess how the marketing mix is used at this stage to develop brand equity and how it may impact brand perception, and describe the role of stakeholders at this brand stage.
Milestone Three: Brand Maturity and Decline
In Module Six, you will identify key attributes of a brand in the mature or declining stage and assess how the marketing mix is currently being used at this stage to ensure consumers remain engaged with the brand.
Final Submission: Strategic Brand Analysis
In Module Seven, you will submit your 12- to 15-page strategic brand analysis. This proposal will include critical elements that were not addressed in previous milestones for the following sections:
I. Brand Creation and Development
a. Marketing strategies
i. Analyze the marketing strategies for their effectiveness in this stage of the brand.
ii. Discuss any legal or ethical issues that have arisen and how they have impacted the brand.
iii. Identify and describe two new marketing strategies the brand can employ in this stage.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- List-of-Brands.rar