Competency
Assess branding strategies for achieving marketing goals.
Student Success Criteria
View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.
Scenario
You are the brand manager for a large luggage brand, Just Hold Me Luggage. The company is thinking about either acquiring a smaller luggage and bag/tote company (umbrella branding), collaborating with another bag/tote company (Co-branding) or expanding into making their own bags/totes (brand extension). There are risks with each of the options that Just Hold Me Luggage is exploring.
Instructions
Write a 3-page Word document using APA format (Title page, Reference page, citations) selecting 1 option Just Hold Me Luggage will pursue described above that shares the following:
Give details on the impact of effective branding on overall business success. How does a well-crafted branding strategy align with organizational goals and objectives?
Discuss the elements of brand identity (Brand name, logo, tone and voice, and packaging) and the significance of maintaining consistency across various touchpoints. How does a consistent brand identity contribute to brand equity?
Propose strategic recommendations (at least three) for Just Hold Me Luggage to enhance its branding strategies based on selection of ONE option.
Justify your recommendations for the selected one option.
Provide attribution using credible scholarly sources and incorporate writing standards such as proper grammar, spelling, and punctuation.
A – 4 – Mastery
Comprehensively detailed the impact of effective branding on overall business success. Extensively discussed how a well-crafted branding strategy aligns with organizational goals and objectives.
A – 4 – Mastery
Comprehensive discussion on the elements of brand identity (Brand name, logo, tone and voice, and packaging) and the significance of maintaining consistency across various touchpoints. Shared how a consistent brand identity contributes to brand equity.
A – 4 – Mastery
Comprehensive strategic recommendations (at least three) proposed for Just Hold Me luggage to enhance its branding strategies by selecting the stated one option
A – 4 – Mastery
Comprehensive justification of your recommendations for the selected one option.
A – 4 – Mastery
Demonstrates exemplary attribution using at least two credible scholarly sources in a professional document including writing standards such as grammar, spelling, and punctuation.
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