MARK323 Brand Management T1 Assignment 2 Brief - Victoria Wellington

MARK323 POST-PURCHASE BRAND STRATEGY

Choose one of the brands from the pairing you explored in Assignment

Design, develop and justify recommendations for two of the following:

1. A creative after-marketing customer service programme.
2. An innovative loyalty programme.
3. An engaging customer community programme.
4. A pricing strategy (the cost may not be financial).

MARK323 BRAND COMMUNICATION STRATEGY

In about 10 sentences provide a creative brand story to be used across channels which involves, and explains, deep metaphor. Next, justify (through discussion on the benefits and detractions of the different   media)   a   brand   communications   strategy   (publicity,   public   relations, word-of-mouth)amplifying the metaphor and other key phrases and messages.  Include traditional channels, such as:TV, radio, print media, or place (billboards, movies, point of purchase, placement) and social media channels (such as: Meta, Instagram, X…).

MARK323 CLIENT PRESENTATION

Prepare  and  deliver  a  convincing  professional  5-minute presentation for your client. The video summarises the post-purchase brand and communication strategies and will include, for example:

1. Brand features and elements
2. Brand symbols and meaningfulness
3. Creative promotional campaign based on your brand story.

Upload the video to YouTube and attach the URL to the assignment document.  Ensure you are visible throughout the presentation. Use whatever “props” and illustrations you think will help tell your story.