Developing the New Brand You will be launching your new brand over the next 2 units. Because you have completed research on competitors—including a Top 100 U.S.-based brand—and received feedback from your colleagues, you have enough information to introduce your brand.

Part 1: Competitive Analysis

In this portion of the brand launch, you will cover the following areas:

• Industry/category analysis
• Competitive analysis (positioning map)

Part 1 of the Individual Project should be 2.5–3 pages in length. Be sure to cite your resources.

Part 2: The Strategy

The strategy will now become more apparent as you begin this section:

• Brand strategic plan (vision/objectives/strategies/tactics)
• Target customer segmentation analysis
• Customer insight (Primary research is required in this case because the brand is fictitious.)
• Brand essence/equity elements

Part 2 of the Individual Project should be 3–4 pages in length. Be sure to cite your resources.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 6–7 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 11 pages in length. Please use template attached.