Deliverable 2 - Communicating a Brand

Competency

Outline the relationship between marketing communication and brand development.

Scenario

You are a marketing coordinator for a beverage company. The company is launching a new drink called Viteze. After a meeting with Viteze’s brand manager, you now are asked to help generate interest, attention and support throughout the company. This cross-company support for the new brand, Viteze, will be critical to its success. The brand manager asks you to highlight the importance of branding in an internal newsletter article. In particular, you should emphasize the importance of the six elements of branding:

• Target Audience
• Brand Promise
• Brand Perception
• Brand Values
• Brand Voice
• Brand Positioning

Instructions

Compose a short internal newsletter article explaining to non-marketers in the company why the six elements of branding are so important to the brand’s success and that of the marketing communications campaign.

Your article should be 2-3 pages in length, written with professional language, and use proper spelling/grammar.