Reference no: EM133708277
Branding And Brand Management
Assignment - Poster development
Developing a brand architecture strategy
Assignment Topic: Boost is an Australian multinational retail outlet that specializes in fruit juice and smoothies. Keeping up with the dynamic business environment, Boost is looking for opportunities for brand extension.
More specifically, Boost looks at category extension opportunities, i.e., marketers apply the parent brand to introduce a new sub-brand and enter a different product and/service category from the one it currently serves.
Now you are hired by Boost as a Brand Manager to develop a brand architecture strategy and then pitch the idea to the CEO of Boost.
In this Assignment, your tasks are twofold:
Task One: Develop a brand architecture strategy for Boost.
You should follow the three steps in developing a brand architecture strategy:
Defining the parent's brand potential, including brand vision, brand boundaries, brand positioning.
Identifying brand extension opportunities, i.e., introducing the new sub-brand. You need to describe what the new offering is. Justify the benefits of such brand extension for both the sub-brand and the parent brand. (Note: you MUST conduct category extension, NOT line extension.)
Branding the new sub-brand's product and/or service including deciding on the branding elements and positioning for the new sub-brand.
Task Two: Create an eye-catching and persuasive academic poster to pitch your idea to the CEO of Boost.
Your poster should serve as a visual presentation of your main thesis of Task One. The executive board should be able to evaluate your strategy development by looking at the poster. Your poster should effectively communicate the new brand extension opportunities, the sub-brand's positioning, its target market, and POD.
The poster MUST also include the two following graphs:
A graph of brand hierarchy for Boost featuring all Boost sub-brands, including the new sub-brand.
A graph of CBBE model demonstrating how the new sub-brand will develop its brand equity.
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