Context: You have been hired as the new managing director of EU Business School Clothes. You will be responsible for all the advertising, media and branding strategy. You need some budget to promote the company to reach your goal, increase brand awareness/recognition. Considering this context, answer the following question: 

• • Why is branding important? Why do we need it? 
• • Explain the importance of promotion. 
• • Which actions could you do to promote your brand/product? 
• • Define loyalty programs, why are they important and discuss the benefits they can bring to your and any company. 
• • Outline at least 2 possible obstacles/challenges you could have when implementing the integrated media plan (IMP). How would you overcome them to have a successful IMP? 

Formalities: 

• • Wordcount: Max one page each question. 
• • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. 
• • Font: Arial 12,5 pts. 
• • Text alignment: Justified.