29 Jun Develop a branding strategy for your product that covers
Question
Assignment 2: Part B: Your Marketing Plan
Due Week 6 and worth 240 points
In Assignment 2, using the same company from Assignment 1, you will focus on the
company’s mission, introduction, and branding.
Note: You may create and /or make all necessary assumptions needed for the
completion of this assignment.
Write a four to five (4-5) page paper in which you:
1. Develop a branding strategy for your product that covers the brand name, logo,
slogan, and at least one (1) brand extension.
2. Assemble a marketing strategy for your product, and determine an appropriate
time table to implement your plan). Provide a rationale for your response.
3. Prepare a positioning statement. Include a perceptual map that shows your
company’s position against its competitors. From this map, create a statement
that depicts your position. For example, “Our product is the fastest in its
class for half the price.†Note: See pp. 54 – 55 in the textbook for examples
of perceptual maps. You may use Microsoft Word, PowerPoint, or other
equivalent software to create your perceptual map.
4. Examine the relevant consumer behavior for your target market. Explain the
main reasons why the brand name, logo, slogan, brand extension, as well as the
positioning statement and marketing strategy are right for the identified target
market.
5. Develop your company’s mission statement and company introduction.
6. Use at least three (3) academic resources as quantitative marketing research to
determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia
and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with oneinch margins on all sides; citations and references must follow APA or schoolspecific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student’s
name, the professor’s name, the course title, and the date. The cover page
and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
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