Online Branding Concepts/Objectives (Start of your promotional plan for Lake Health Hospital in OHIO to attract youth age of 20-30)
Brand Positioning Statement.
What is your brand positioning statement? You will get a brand positioning statement from your clients. This is what they think. If you disagree with that positioning strategy let them know. What is more important is what the customer thinks about the brand. The difference between what the company thinks and what the customer thinks is a very important gap. Your job in this section is to provide a plan on how you will close the gap. You might use different positioning for different target markets.
Creating/Supporting a Brand Image Online
In this section, describe how you will use the Internet to build brand image. How do you plan to create/support the organization’s brand image? Is the value promised consistent with value delivered? Is there something unique about your product offering that you can use to your advantage in terms of branding? If you are offering something that is not unique, how do you differentiate your product or service from your competitors in the eyes of the consumer?
Maintaining Brand Image/Branding Concerns
In this section, discuss how you will maintain your brand. Are you delivering what the customer expects or are you making promises that you can’t keep? How do you plan to keep your brand “fresh” in the eyes of the consumer? How do you propose to consistently maintain your brand image?