Advertising and Public Relations · M2 · revision
Brands and strategic planning
Last-day M2 revision
Definition → distinct points → one linked example
| Topic | Answer structure |
|---|---|
| Brand | Identifier + associations; identity versus image |
| Brand equity | Awareness + associations + perceived quality + loyalty |
| Positioning | Target + category + relevant benefit + credible proof |
| Management challenges | Fragmented markets/media + informed buyer + shopper/user + extensions |
| Marketing-plan review | Product description + market assessment + source of business + marketing objectives |
| Five strategic steps | Select target audience → understand decision-making → determine positioning → communication strategy → media strategy |
For an objective, state exactly what changes, among whom, from what baseline, to what target and by when. Keep a marketing outcome, a communication outcome and a delivery measure distinct.