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Brand Development Plan - Essay Example

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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

Summary

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…
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