Develop a new/updated branding strategy for the brand you have chosen. How is the brand currently positioned and should this position be shifted to attract a different target group?

Your Task

Develop a new/updated branding strategy for the brand you have chosen. Your recommendations will be included in a written report and must be fully justified and viable.

Both your analysis and re-launch strategy should consider the UK market only.

Choose one of the following brands, all have had a challenging year:

Peloton
GAP
Pinterest
Superdry
Alfa Romeo

The following list might help give you some ideas to consider when analysing your chosen brand and developing a new branding strategy for it:

Brand awareness and image –

are consumers sufficiently aware of the brand (and its entire product range) and do they hold strong, favourable and unique associations for it?

Brand positioning –

how is the brand currently positioned and should this position be shifted to attract a different target group?

Secondary brand associations –

could the brand benefit from association with other brands, causes, people, etc.?

Brand elements –

do the brand element require an update and if yes, how could that be achieved?

Brand evolution over time –

has the brand evolved successfully to meet market changes? Should the branding strategy be based on the brand’s heritage, or be modernised completely?

Brand extensions –

could the brand extend successfully into new categories?

Pricing strategies and tactics –

does the brand’s pricing strategy correspond to its chosen market, and does it need updating?

Product strategies and tactics –

what is the current product strategy and could it be improved (features, quality perceptions, performance etc.)?

Channel strategies and tactics –

should the brand develop better distribution policies and partners?

Promotional strategies and tactics –

what does the brand’s marketing communications strategy comprise and how could it be changed to alter consumers’ perception of the brand?

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