Branding and Positioning Strategy

Using the bank scenario as a guide, discuss the following:

  • Create your branding strategy (position statement) for your new  target market based on your situation analysis. This will start to  integrate your goals, your situation analysis results, and your target  market.
  • Create high-level advertising and public relations strategies  that support the position statement that is targeting your new market  segment. This includes an overview of the main the way in which you will  deliver your message to your audience (humor, logic, emotion).
  • Incorporate specifics regarding the digital or traditional  marketing channels that will be used to deliver your message to your  target market to increase both reach and frequency. This includes  magazine titles, specific newspapers, or actual social media sites as  examples.
  • Discuss why the selected advertising and public relations  strategies are appropriate with respect to specific target segment  penetration.

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