StudentShare solutions
Triangle menu

Brand Development Plan - Essay Example

Not dowloaded yet

Extract of sample
Brand Development Plan

This report recommends that Last Chance Corporation focus on developing brand awareness and a good communication strategy in order to ensure good brand equity for Dew Fresh. Table of Contents Introduction 5 Assumptions 5 Position Strategy 6 Target Market 7 Competitor Analysis 8 Point of Difference 10 Point of Parity 10 Building Brand Equity 11 Brand Awareness 11 Selection and Justification of Brand Elements 12 Brand Image 12 Communication Strategy 13 Measuring Brand Equity 13 Recommendation 14 Conclusion 14 References 15 Introduction Last Chance is a diversified corporation based in Australia that produces and sells products of different kinds. The company now does not have any product in the beverage industry. It has, therefore, decided to make an entry into the Australian market for soft drinks. The company intends to develop a new product for the beverage market. In order to launch the brand successfully in the market, the company has to conduct a research on the existing brands in the market and their performance. ...
A proposal has been presented in this article on how the brand can effectively manage its functionalities so as to yield positive and encouraging outcomes. The paper provides insights into strategic positioning of the brand, the target customers, potential and incumbent firms, strategies of developing brand equity and building the brand’s communication strategy on the basis of evaluation of the various factors that have been identified to make probable effects on the brand’s image. Assumptions Last Chance is planning to penetrate into a new market. It is important to note that this market has a number of established players. Hence in order to develop its brand image and retain it in the minds of the customers for a long period of time, Dew Fresh has to make certain reasonable assumptions about the characteristics of the market in which it is venturing. The most important assumptions are mentioned below: 1. The prime customer group for Dew fresh is the young population belonging to the age group of 12 to 30 years. The people of this generation are young, active and enthusiastic. 2. Trends in the soft drink industry show that the majority of customers belong to the above mentioned age group. They are open to new ideas and are willing to experiment with the products that they use in their daily lives. 3. There are various kinds of beverages in the Australian market. However, any kind of herbal energy drink has not been yet developed. Hence this new kind of soft drink is expected to gain a comfortably big customer base. 4. Although the brand is expected to face tough competition, the support extended to the brand from its well known parent company would ease out the load of ...Show more


Brand Development Plan Executive Summary This report is a presentation of a brand plan for a period of 12 months for a new product intended to be launched by Last Chance. Last Chance is a corporation that has its products in different sectors. The company now intends to penetrate the market for soft drinks in Australia and is therefore developing a new product under the brand “Dew Fresh.” Some of the key competitors of the brand are identified as Coca Cola, Pura, Pepsi, Berry, Schweppes, Cottee’s Cordial, and Solo…
Author : kulasjarrod
Brand Development Plan essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Brand Development Plan"
with a personal 20% discount.
Grab the best paper

Related Essays

Brand Personalities
Brand personality is a group of personal characters related and connected with a brand. Jennifer Aker, in her book, Dimensions of brand personality,” Journal of Marketing Research, defines brand personality as “a sequence of individual characters related with the brand”.
12 pages (3000 words) Essay
Personal & Professional Development Plan
d career/professional development 15 Conclusion 16 References 17 Introduction Personal and professional development plan is a need for every individual as it allows the individual to groom their skills and abilities on a continuous mode (Cottrell, 2003). The versatile skills required at each stage of the personal and professional development stage varies.
15 pages (3750 words) Essay
Brand development plan
Brand Name……………………………………………………………….4 ii. Logo Design……………………………………………………………….5 iii. Slogan…………………………………………………………………..…7 iv.
10 pages (2500 words) Essay
A Brand Plan report for Cadbury
John Cadbury founded the company “Cadbury” in 1831 with the aim of fulfilling the people’s desire of having delicious and best quality chocolates at affordable prices (Cadbury, 2012). The company has been successful in its mission and has completely revolutionized the processing market of cocoa since 1866.
11 pages (2750 words) Essay
Brand marketing
Effective branding strategy helps an organization to achieve several potential competitive advantages in competitive global market place. Several leading organizations around the globe are trying to increase their core competencies through the implementation of several unique competitive strategies.
7 pages (1750 words) Essay
Personal development plan
Stephen R Covey in his book Seven Habits of Highly Effective People suggests that to start the process of self improvement one should write down how he or she would like to be remembered after their death and then work to achieve that ideal.
7 pages (1750 words) Essay
Ecommerce web development business plan
Our competition is predominantly in-house departments and the major international players. These fall into 2 main categories: generalists - such as Cap Gemini and Arthur Anderson; and market research companies - such as Dataquest and Gartner. Despite their market dominance these organizations do have flaws, for example the generalists lack the detailed knowledge high-end technology players expect consultants to have in their respective fields, whilst the market research companies lack the business savvy to be able to apply their findings to the organization's business goals.
15 pages (3750 words) Essay
Product Design and Development Management [Brand creation and development]
Competitive advantage, once a peculiar phrase written in the marketing textbooks as a “should do” recommendation, has become a “must have” requirement for success. To be smart in the market requires companies to create further added
8 pages (2000 words) Essay
New Venture Development Business Plan
Org-grocery Limited is a grocery shop specializing in supply of organic vegetables and fruits in Hong Kong, China. It is a private company incorporated in Hong Kong. There is a shift towards consumption of organic foods in China,
18 pages (4500 words) Essay
Brand plan
think about the top bracket of the consumer market belonging to the rich and affluent class and the niche watch brand area for fashion purposes rather than regular use. “Rolex” watches belong to the topmost tier in the watch and jewellery spectrum. The name Rolex is a
5 pages (1250 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation