Developing the Brand Strategy
Order ID: 89JHGSJE83839 Style: APA/MLA/Harvard/Chicago Pages: 5-10 Instructions:
Question Description
The board has called a meeting to see how the new product for MM is coming along. Michelle calls you about the meeting. “I like your ideas for branding the product,” she says. “I think the boardwants an overview now of the whole process we are using for developing the new product. Can you do that?” “Thanks for the comments about the branding strategy,” you say. “I tried to be
creative with my approach. I’d be glad to show the board the process we are using to develop the new product.” “Great,” she says. “Why don’t you do what you did last time? The 1015 slides that
you presented worked well in the 30-minute time slot.” “In the past I’ve done similar presentations and have a format that really works. The board has been very receptive to the flow of the
information and I think it will work for us for this presentation too,” she adds. “I’ll instant message the information to you after our meeting. The flow might work for you also.” “Great,” you
respond. “I’ll get started on this first thing in the morning.” When you get back to your office, the instant message from Michelle is on your screen. It reads: These are the areas we need to cover in the presentation. Idea generation Idea screening Concept development and testing Marketing strategy development Business analysis Product development Test marketing
Commercialization Be sure to include the information from our discussions on branding as part of the marketing strategy development phase of the process. The materials found in the
M.U.S.E. may help you with this assignment. Additional information is also provided in the Lessons From Experience found at the following link: The Language of Branding Deliverable Length: 1015 slide PowerPoint with 200250 words speaker notes per slide
Developing the Brand Strategy
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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Developing the Brand Strategy