MKT2BBM Branding And Brand Management

MKT2BBM Branding And Brand Management

Question

The strategic brand-marketing project allows the development of practical skills in brand audit, analysis of brand equity and development of creative and relevant marketing programs and brand strategies. In this project, your goal is to provide recommendations on how a brand should be managed. Further guidance is provided below under the heading “Brand Analysis Project (Assessment Task 3)” and in the “Marking Guide for Group Brand Analysis Project”.    1. Analyse the Latrobe University brandin the place where you are studying.  Research the organisation, comparative brands, and the competitive environment.   2. Begin with a consideration of the marketing objectives, target market and general marketing strategy. What role does (should) brand play? From this, conclude with a statement of brand positioning and values objectives.   3. Analyse all aspects of the brand. Supplement your judgment with secondary (and primary research) as warranted. The question you are trying to answer here is: What does the brand consist of, what has it done, and how effective has it been?

You should consider at least the following:

• Brand awareness / consumer knowledge
• Points of parity/difference
• Brand elements
• Marketing support program
• Brand leveraging
• Brand extensions (existing and potential future)

4. Summarize your analysis with a discussion of the brand’s equity in terms of Keller’s Brand Equity Model, also known as the Customer-Based Brand Equity (CBBE) Model. Identify the extent to which the brand has succeeded or can succeed in each of the four steps: identity, meaning, responses, and relationships.   5. Make recommendations in the form of a brief marketing project plan on how the company can implement your suggestions.

Answer

Introduction:

La Trobe University is one of the renowned and oldest universities of Australia. It is a multi-campus university that has its campuses in various parts of the country. The university has been founded in 1964. It has secured the position of third largest university in the state by its efficient performance. Being one of the largest universities of Australia, La Trobe University possesses a large number of students. The man campus of this university is situated in Melbourne, central part of Australia. The university offers wide range of courses to its students who belong to various corners of the world (University 2017).

The following article has concentrated on brand marketing of La Trobe University. It has enlightened various aspects of the marketing plan, such as- brand positioning, target market, market segmentation and so on.

Marketing Objectives:

Target Market:

It is important for every profit and non-profit organization to identify their target market while designing market strategy, as consumers are the key elements of the organization and the primary objective of the organization is to provide quality service to their consumers (Pathan et al. 2015). It is of paramount importance for business to understand their number of customers and how the business is going to serve them.In this scenario, the target market of La Trobe University is the students to who are looking for various options for higher studies to establish a bright future. The potential consumers of the university are from different parts of the world. There are two types of target market, such as- primary target market and secondary target market.

Primary Target Market:

Primary target market of La Trobe University are the under graduate, graduate and post- graduate students, who wants to pursue higher studies and be established in life. The aim of the marketing strategy is to reach to this primary target market and draw their attention.

MKT2BBM Branding And Brand Management