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    Qamar Zaman
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    This document outlines the requirements for a final group project in strategic brand marketing. Students will work in groups of 4 and develop a brand for any product. They must determine the brand elements, develop a brand mantra, create POP and POD materials, choose marketing communication options and tools, leverage secondary brand associations, design a brand hierarchy and cause marketing program, analyze growth strategies using Ansoff's matrix, create a brand portfolio, and develop brand extension strategies. The project will be 30 pages and is worth 30 marks.

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    Final project (1)

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    This document outlines the requirements for a final group project in strategic brand marketing. Students will work in groups of 4 and develop a brand for any product. They must determine the brand elements, develop a brand mantra, create POP and POD materials, choose marketing communication options and tools, leverage secondary brand associations, design a brand hierarchy and cause marketing program, analyze growth strategies using Ansoff's matrix, create a brand portfolio, and develop brand extension strategies. The project will be 30 pages and is worth 30 marks.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    21 views2 pages

    Final Project

    Uploaded by

    Qamar Zaman
    This document outlines the requirements for a final group project in strategic brand marketing. Students will work in groups of 4 and develop a brand for any product. They must determine the brand elements, develop a brand mantra, create POP and POD materials, choose marketing communication options and tools, leverage secondary brand associations, design a brand hierarchy and cause marketing program, analyze growth strategies using Ansoff's matrix, create a brand portfolio, and develop brand extension strategies. The project will be 30 pages and is worth 30 marks.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Strategic Brand Marketing

    Final group project


    4 members each group

    Marks: 30

    Pages required: 30

    Details:

    Select a product from any product category and develop the following requirements:

    1) Brand elements

    a. Brand name

    b. Logo & symbol

    c. Character

    d. Slogan

    e. Jingle

    f. Packaging

    2) Develop a brand mantra

    3) Develop POP & POD.

    4)

    a) Four Major marketing communication options (Advertising and promotion, Events and experiences,
    Mobile marketing, Interactive Marketing)

    b) Major marketing communication tools that suit your product.

    5) Leverage secondary brand association:

    a. Company (corporate/family brand)

    b. Country of origin.

    c. Celebrity endorsement.

    d. Co-branding / Ingredient Branding

    e. Sporting, cultural or other events.

    6) Develop brand hierarchy (Fig 11-5).

    7) Design cause marketing program (page-424)


    8) Ansoff growth matrix / Corporate Growth Strategies

    9) Brand Portfolio (Product Line, Brand Mix, Product Mix)

    10) Brand extension strategies

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