BRANDING STRATEGY
You will determine the strategy your firm will use to develop and maintain a brand image and brand equity. Remember that strategy is NOT the activities that we use on a day to day basis, such as IMC or promotion, but rather those high-level, long term plans we use to achieve key organizational goals. Strategy, unlike tactics which are those shorter term activities, do not change often and should provide the guidance for all of our marketing and branding functions. Book: https://full-bookshelf.vitalsource.com/#/books/9780133255423/pageid/0 Log In Information Read Chapter 1, especially the materials starting on page 28; Chapter 3, notably the first 4-5 pages; and pay very close attention to ALL of Chapter 16. Review the Branding Report Card on pages 556-557 in C16 in detail. Since you are launching a new firm and therefore have no history you obviously cannot give your brand a “grade” for your report card. However, it is very useful tool to look forward as well backward. For this part of your Plan we will use the Report Card as a guide for creating your strategy. For each of the TEN parts (it sounds like a lot but is actually pretty easy) you will create a STRATEGIC plan for having your firm/product receive a “10” in that category at some point in the future, approximately 18-24 months from today. You may use any combination of text, bullets, graphics and other content to develop your plan. To keep this simple and modest in scope, we will use the EXECUTIVE SUMMARY method. This means that you are not providing a very granular level of detail, rather you are producing a summary of your strategy. Each of the TEN categories should be no more than 1-2 paragraphs in length (graphs, pictures and so forth may add to this).