Assess branding strategies for achieving marketing goals

 

Assess branding strategies for achieving marketing goals.
Scenario
You are the brand manager for a large brand, Truly Foods. Your company has just acquired a smaller food brand called Smart Foods. Your boss told you that a new strategy needs to be created for the Smart Foods brand line, since there’s already a brand awareness presence and a loyal consumer base. Truly Foods wants to continue to keep the Smart Foods brand strategy separate.
Instructions
Write a 2-page memo with section headers to your boss that does the following:
Describe the new branding strategy for the Smart Foods.
Justify the importance of using the umbrella branding strategy.
Give 2 advantages and 2 disadvantages of using the umbrella strategy.
Discuss the importance of maintaining consistent branding strategies for Smart Foods.
Discuss how this new branding strategy meets the marketing goals for Truly Foods.

 

 

Sample Solution

It is important to maintain consistent branding strategies for Smart Foods. Your brand is the face of your company – what you show to potential customers. It not only shapes their first impression of your company and product, but it can also entice them to come back for more business. Consistency in branding strategies is important because it leads to brand recognition. When customers recognize your brand (and have positive associations with it), they are more likely to make purchases and commit to your company for the long term. Maintaining brand consistency produces reliable results and can help for a solid foundation for your marketing strategies.

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