Now that you?ve analyzed the environmental situation and established who is in the target market, it is time for p

Discussion Board 3

Primary Discussion Response is due by Friday (11:59:59pm Central), Peer Responses are due by Tuesday (11:59:59pm Central).

Now that you’ve analyzed the environmental situation and established who is in the target market, it is time for product development. Product design is crucial because new products are being introduced every day. So, while other people focus on that aspect of development, you turn your attention to branding.

Primary Task Response: Within the Discussion Board area, write 400-600 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.

This morning, walking into the office, you greet Michelle who says, “I’d like to meet with you tomorrow to develop the branding strategy for the new product. Let’s meet for a working lunch and brainstorming session.”

“That sounds great,” you reply. “I’ll schedule the meeting and order in lunch.”

Entering your office, you begin to think about the items that you will be discussing during tomorrow’s meeting with Michelle.

We haven’t even come up with a product name yet, you think. We also need to work on an advertising slogan or tag line. You know that Michelle has an extensive background in marketing, but you really want to make a good impression and bring a sound branding strategy to the meeting. How are we going to distinguish our product from our competitors? What are the benefits that we are going to highlight in our brand that will meet the needs or wants of our target customers?

You create the following list of items that you need to address:

Identify in one sentence your overall branding strategy or brand image you want to achieve in the mind of your target segment.

• Product name
• Advertising slogan or tag line
• Product attributes
• Product benefits

Responses to Other Students: Respond to at least 2 of your fellow classmates with at least a 100-word reply about their Primary Task Response regarding items you found to be compelling and enlightening. To help you with your discussion, please consider the following questions:

• What did you learn from your      classmate's posting?
• What additional questions do you      have after reading the posting?
• What clarification do you need      regarding the posting?
• What differences or similarities do      you see between your posting and other classmates' postings?

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 links:

• Targeting the Museum Market
• The Language of Branding

For assistance with your assignment, please use your text, Web resources, and all course materials.