Competency

Assess branding strategies for achieving marketing goals.

Student Success Criteria

View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.

Scenario

You are the brand manager for a large luggage brand, Just Hold Me Luggage. The company is thinking about either acquiring a smaller luggage and bag/tote company (umbrella branding), collaborating with another bag/tote company (Co-branding) or expanding into making their own bags/totes (brand extension). There are risks with each of the options that Just Hold Me Luggage is exploring. 

Instructions

Write a 3-page Word document using APA format (Title page, Reference page, citations) selecting 1 option Just Hold Me Luggage will pursue described above that shares the following: 

• Give details on the impact of effective branding on overall business success. How does a well-crafted branding strategy align with organizational goals and objectives?
• Discuss the elements of brand identity (Brand name, logo, tone and voice, and packaging) and the significance of maintaining consistency across various touchpoints. How does a consistent brand identity contribute to brand equity?
• Propose strategic recommendations (at least three) for Just Hold Me Luggage to enhance its branding strategies based on selection of ONE option.
• Justify your recommendations for the selected one option.
• Provide attribution using credible scholarly sources and incorporate writing standards such as proper grammar, spelling, and punctuation.

A – 4 – Mastery

Comprehensively detailed the impact of effective branding on overall business success. Extensively discussed how a well-crafted branding strategy aligns with organizational goals and objectives.

A – 4 – Mastery

Comprehensive discussion on the elements of brand identity (Brand name, logo, tone and voice, and packaging) and the significance of maintaining consistency across various touchpoints. Shared how a consistent brand identity contributes to brand equity.

A – 4 – Mastery

Comprehensive strategic recommendations (at least three) proposed for Just Hold Me luggage to enhance its branding strategies by selecting the stated one option

A – 4 – Mastery

Comprehensive justification of your recommendations for the selected one option.

A – 4 – Mastery

Demonstrates exemplary attribution using at least two credible scholarly sources in a professional document including writing standards such as grammar, spelling, and punctuation.