EBSC7300 Marketing Management: Brand Strategy, Objectives & Media

This report provides a detailed analysis of brand management principles, covering aspects such as brand history, logo significance, brand culture, target audience identification, and competitive analysis. It emphasizes the importance of consumer insight through data quality and research, highlighting how understanding consumer behavior drives brand growth. The report also focuses on setting SMART business objectives, selecting appropriate media channels, and managing budgets effectively. Key elements discussed include the need for timely and conflict-free media communications, as well as the importance of aligning marketing strategies with overall business goals to ensure efficient resource utilization and cost management. This assignment solution, contributed by a student, is available on Desklib, a platform offering AI-powered study tools and a wide range of academic resources.

EBSC7300 Marketing
Management resit task

TABLE OF CONTENTS
.........................................................................................................................................................1
MAIN BODY...................................................................................................................................3
REFERENCES................................................................................................................................5

MAIN BODY
Particulars Statements
Brand history and overview Logo and the tag-line are the two major elements that
describes that history related to the product and helps
the consumers identifies the product from one brand to
another. For instance: The logo of coco cola is
remained the same over the years due to which most of
the customers are easily able to identify and connect
with the brand against competitors.
Brand culture , purpose and brand
personality
Elements like the honesty and reliability helps the
consumers to know the brand value and image in the
market (Dončić and et.al., 2019). Also, through the
brand honesty greater customer satisfaction level is
developed so that people trust the products and its
contents are are ready for even repeated purchases that
will ultimately increase sales of the business.
Target audience and competitors Income levels and age are two most important aspect
that helps the brand to sustain in the market for longer
time period .Also, the products of brand are
manufactured and sold on the basis of the income levels
of the people. Moreover, on the basis of the age group
the products contents and trends the product is sold in
the market
Consumer insight Data quality and consumer research is very crucial
elements . Also, through collected targeted samples
and data capture data quality plays very important
role (Chonko and Hunt, 2018). Moreover, through
consumer research recent trends , customer demands
and the perception of consumer behaviour are identified

closely that is essential for the growth and success of
any brand in the target market.
Current brand situation and why we
need to advertise
Focus on competition and market research are two
elements in this point. Also through focusing on the
competition the brand is able to know about the ways
through which marketing strategies might be used to
promote the product in the market. Moreover, market
research would help in knowing the brand position in
the target market.
Business objectives, marketing
objectives, communications
objectives
SMART objectives and common purpose are the main
elements under this head. Also, the gaols that are set
by the brand need to be specific and measurable so
that progress might be analysed (Visconti, Peñaloza and
Toulouse, 2020). Also, all the gaols need to have the
common purpose towards achieving specified objective
so that there is no wastage of resources and
unnecessary cost within the business
Media channels Timeliness and conflicts are the two main elements of
the media channels that helps in identifying whether the
information provided is been on regular basis . Also, it
helps in identifying the content of information or
subject matter so that it does not create any type of
conflicts within any group of people or hurt the
sentiments of any party that affect the revenues of the
business in the future
Budget & timings Income and controlling measures are the two main
elements within any brand. Also, income helps in
analysing the total budgets or resources that are
available with the firm to undertake various activities in
the business. Moreover, the brand that has set best

controlling measure ensures that work is carried out
systematically and chances of errors are very less.

REFERENCES
Books and Journals
Chonko, L. B. and Hunt, S. D., 2018. Reflections on ethical issues in marketing management: An
empirical examination. Journal of Global Scholars of Marketing Science. 28(1). pp.86-
95.
Dončić, D. and et.al., 2019. Economic analysis of wheat production and applied marketing
management. Agriculture & Forestry. 65(4). pp.91-100.
Visconti, L. M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
perspective. Routledge.