Developing the New Brand

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You will be launching your new brand over the next 2 units. Because you have completed research on competitors—including a Top 100 U.S.-based brand—and received feedback from your colleagues, you have enough information to introduce your brand.
  • Interpret the essentials and processes of new product development.
  • Compose ideas for test marketing, product introduction, and commercialization of new products to market.
  • Describe and understand the benefits of branding, brand attributes, and significance of brand equity.
  • Execute a working knowledge of designing and developing successful brands.
Part 1: Competitive Analysis

In this portion of the brand launch, you will cover the following areas:

  • Industry/category analysis
  • Competitive analysis (positioning map)

Part 1 of the Individual Project should be 2.5–3 pages in length. Be sure to cite your resources.

Part 2: The Strategy

The strategy will now become more apparent as you begin this section:

  • Brand strategic plan (vision/objectives/strategies/tactics)
  • Target customer segmentation analysis
  • Customer insight (Primary research is required in this case because the brand is fictitious.)
  • Brand essence/equity elements

Part 2 of the Individual Project should be 3–4 pages in length. Be sure to cite your resources.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 6–7 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 9–12 pages in length.

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