Branding

Branding, Pricing, and Distribution

Cheryl A Clark

Dr. Brett Gordon

MKT 500- Marketing Management

May 11, 2012

DOMESTIC AND GLOBAL PRODUCT BRANDING STRATEGY

“Divine Desserts” is our bake shop’s name and our logo is a cake with wings and a halo, but a brand is a lot more than a name and a logo. Brand is the entire experience that our prospects and customers have with the company (Brand Strategy). It stands for us. A great brand strategy helps us to communicate more effectively with our customers more effectively (Brand Strategy). Our new product, “Add No Sugar” (ANS) unique baked goods, is totally new for our target customers, so our most important is brand awareness.

The major components of a plan to develop brand awareness are:

* Identifying and understanding your target customers- Targeting the right audience is crucial to your success. (Brand Strategy). “ANS” unique baked goods will cater to the diabetic population as well as the health conscious “dessert lovers”.

* Creating a product name, logo and slogans- “Add No Sugar” unique baked goods is the product name, the logo is a cake with a tooth in the center, and slogan is “you can have your cake and eat it too”.

* Adding value through packaging, location, service, special events, etc. - In order to build brand loyalty, to promote our brand strategy is necessary (Brand Strategy). Packaging is an important aspect (Brand Strategy). The actual product will be packaged in colorful dessert boxes with the nutritional information and ingredients. These desserts will HAVE their own dedicated glass cases, sectioned up-front within our bakeries. Customers can dine-in and watch the chef create their desserts. We would also offer carry-out to prepare these desserts at home. And every month customers can join the fun and take a cooking class taught by a “Divine Desserts” trained chef.

* Advertising- The most effective way to build brand awareness is advertising (Brand Strategy). At the launch...