Brand Revitalization Plan
Timeline
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October 9, 2021Experience start
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November 3, 2018Brand Recommendation
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November 24, 2018Progress report
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December 13, 2021Experience end
Timeline
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October 9, 2021Experience start
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November 3, 2018Brand Recommendation
Each team is to submit their recommendation to the instructor FOR APPROVAL on the brand/company they will be using for the basis of their plan.
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November 24, 2018Progress report
Each Team will submit a typed 1 page summary report on the progress made to date on their team project that includes the following sections:
1) Team member names
2) Team member roles & responsibilities for each are of the project deliverables
3) The brand name for team project
4) The key issues or insights the team has learned so far about the brand -
December 13, 2021Experience end
Categories
Marketing strategySkills
branding competitive analysis brand management marketing strategy target market analysisRelevance, consistency, and differentiation are the building blocks of strong brands, and require dedicated effort over a long period of time. In this project, a team of continuing education students will prepare a plan to enhance or revitalize your existing brand to increase revenue and/or market share.
The final project deliverable is an 8-page PowerPoint slide presentation including:
- The brand history/background.
- Key brand issues - What are the main issues the brand must overcome?
- Competitive environment - What are three key competitor brands their relative strengths/weakness?
- Current marketing strategy - What is the primary target group, brand positioning, and value proposition?
- Key brand recommendations - What are the top five priorities for revitalizing the brand?
- Action plan - What are the specific tactics and timing?
- Budget - A detailed budget outlining required funding to support the brand plan.
- Risks - What are the potential risks the plan might face?
- Appendices - Documentation of all research and information sources used to develop the brand plan.
Project timeline
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October 9, 2021Experience start
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November 3, 2018Brand Recommendation
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November 24, 2018Progress report
-
December 13, 2021Experience end
Timeline
-
October 9, 2021Experience start
-
November 3, 2018Brand Recommendation
Each team is to submit their recommendation to the instructor FOR APPROVAL on the brand/company they will be using for the basis of their plan.
-
November 24, 2018Progress report
Each Team will submit a typed 1 page summary report on the progress made to date on their team project that includes the following sections:
1) Team member names
2) Team member roles & responsibilities for each are of the project deliverables
3) The brand name for team project
4) The key issues or insights the team has learned so far about the brand -
December 13, 2021Experience end
Project Examples
Starting this September, student groups will spend 120 hours working to develop a plan to revitalize your brand and increase sales, revenue, and/or market share for your organization.
Based on the information you provide, students will identify, analyze and prepare recommendations that will achieve your revitalization objectives for your existing corporate or product brand.
Examples include, but are not limited to:
- Establishing relevant differentiators for your product.
- Creating consistent messaging around your corporate brand.
- Crafting relevant messaging for your target audience.
- Identifying areas of improvement for your corporate and product brands.
- Developing a promotional plan to build awareness of your product
Companies must answer the following questions to submit a match request to this experience:
Detailed background information can be provided through a meeting with your team lead or through email correspondence.
Access to information about the history, issues and performance indicators of the brand (eg. revenue, unit sales, or market share) over the past 3 years.
Provide a dedicated contact who will be available to answer periodic emails or phone calls over the duration of the project to address student’s questions or provide additional information.
Minimum of 2-4 interactions with the students in-person or remotely (approximately 4-6 hours over the duration of the project).
Timeline
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October 9, 2021Experience start
-
November 3, 2018Brand Recommendation
-
November 24, 2018Progress report
-
December 13, 2021Experience end
Timeline
-
October 9, 2021Experience start
-
November 3, 2018Brand Recommendation
Each team is to submit their recommendation to the instructor FOR APPROVAL on the brand/company they will be using for the basis of their plan.
-
November 24, 2018Progress report
Each Team will submit a typed 1 page summary report on the progress made to date on their team project that includes the following sections:
1) Team member names
2) Team member roles & responsibilities for each are of the project deliverables
3) The brand name for team project
4) The key issues or insights the team has learned so far about the brand -
December 13, 2021Experience end