Deliverable 1 – Integrated Marketing Communications and Brand Equity

Competency Outline: the relationship between marketing communication and brand development.

Scenario: 

You are a marketing coordinator for a beverage company. The marketing manager for Viteze, a new brand of vitamin drinks about to be launched, asks you to partner with the just-hired brand manager in developing an integrated marketing communications campaign.Results from both taste tests and feedback from focus groups have been very positive.

 Initial plans are to offer a line of three versions of the brand: a “skim” version akin to flavored water, a “whole” version that texturally resembles milk, and a “shake” version that one taster likened to a “healthy dessert.

”Your first task is to write a memo to Viteze’s brand manager demonstrating your ability to contribute to the effort.

 You will do this by including in your memo examples of how marketing communication is separate from yet complementary to branding.

Instructions:

Write a memo to Viteze’s brand manager that includes the following:

A summary of the difference between marketing communication and branding.

A section about how marketing communications must support and enhance the brand.An example of a brand with marketing communications that are NOT aligned and explain why it is not aligned.

An example of a brand with marketing communications that ARE aligned and explain why it is considered aligned.

Your memo should be 2-3 pages in length, written with professional language, and use proper spelling/grammar.