Brand Strategy Development for a New or Reimagined Classic Toy: Market Positioning and Customer Journey Analysis
Overview
This assessment requires students to develop a comprehensive brand strategy for a fictional toy product, applying branding principles to create differentiation in the toy industry. The paper synthesizes product description, brand identity development, and customer journey mapping to persuasively communicate a new or reimagined toy brand to target audiences.
What this coursework covers
- Introduction: Overview of branding as differentiation strategy and summary of the new toy product
- Product Description: Target audience demographics/psychographics, unique selling proposition, market research, and competitive positioning
- Brand Identity Development: Brand personality, core values, brand story, key messages, and use of generative AI for naming and logo creation
- Customer Journey Map: Potential customer interactions across touchpoints including technology, social media, websites, and influencer engagement
Preview
Assessment 1 Brand Strategy
Instructions
Develop an engaging brand strategy paper of 4–6 pages with references to persuasively communicate your new toy brand.
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Introduction
Branding is a means of differentiating a product from its competitors. Branding is an important aspect of marketing because it provides a distinctive identity to a product or family of products that sets it apart from competitors. This assessment introduces the concept of brand strategy and applying branding principles to create your own fictional brand for a new or reimagined classic toy. By the end of the assessment, you may look at branding and products a bit differently than you do right now!
Note: The course assessments build upon one another and must be completed in sequence.
Overview
For this assessment, you will research the toy industry and apply your understanding of branding principles to create your own fictional brand for a new or re-imagined classic toy. You will present your choices in a paper by explaining the product and target audience, defining the brand mission and values, and mapping out a customer journey.
Instructions
Create an informative and visually engaging paper of 4–6 pages that clearly and persuasively communicates your new toy brand. The paper should cover the following:
Introduction (1 paragraph) (150 words)
- Describe the toy and a brand strategy that draws in the audience.
- This should be a short summary that introduces the product.
Product Description (1–2 pages) (450 words)
- Articulate the product description, the target audience, and key product features and benefits.