The success of the new product depends on how Facebook can brand and market to the consumer. Facebook has to build a brand identity. Ideally, Facebook would like consumers to associate the new service with convenience and quality; this takes careful advertising and delivery of service. In creating its brand image, Facebook should set clear goals for the branding campaign; the company should then use these goals as guideposts when advertising the new product (Aaker & Biel, 2013). A goal of the branding campaign is to make consumer’s associate the new product with convenience; the company will advertise the service as one that makes it convenient to order food from within the Facebook application. Advertising tells the consumer the features of the new product, for the branding campaign to stick; the company has to deliver on its promises.
A few objectives are:
· Users aware of new product
· Inform consumers how the product adds value to their lives.
· Meet company goals and outlines for its brand
· by the end of the advertising campaign, customers should associate the new service with quality and convenience
· Proper marketing etiquette
According to University of Phoenix Chapter 21 Publisher Presentation (2017),
· Copy should be only 50% of screen
· Brands should limit ads to phrase pair
· Put brand logo in the corner of ad frame
· Use only one of two bright colors
· Calls to action should be in a bright color
Facebook needs to achieve these objective by highlighting the convenience and quality this marks success. It will be necessary for the mobile marketing to be on point with bite-size software programs that can be downloaded to smartphones and to be concise. (University of Phoenix, 2017).
Aaker, & Biel. (2013). Brand Equity & Advertising: Advertising’s role in building strong brands. Psychology Press. Anselmsson, & Bondesson. (2014). Brand image and customers’ willingness to pay a price for food brands. Journal of Product & Brand Management, 23(2), 90-102. Reisinger, & Grohs. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025 University of Phoenix. (2017). Chapter 21 Publisher Presentation. Retrieved from University of Phoenix, Mkt 571 website.
Individual Assignment: Marketing Communication and Brand Strategy Purpose of Assignment This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed. Assignment Steps Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document.