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    Developing the Brand Strategy

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

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    Solution Preview

    Step 1
    Product name: The product selected for production and marketing by Michelle is a powerful triple action cream that has anti-aging properties and gives volume and lift to the skin. The cream contains Vitamin E and aloe. The brand name will be "RegnU"
    Step 2
    The advertising slogan or line should be short, memorable, and catchy. The tagline must ignite the imagination, make the customer feel good, and engage the audience. People associate it with ...

    Solution Summary

    Formulation of brand strategy is discussed step-by-step in this solution. The response also has the sources used.