Discussion Board 3
Now that youve analyzed the environmental situation and established who is in the target market, it is time for product development. Product design is crucial because new products are being introduced every day. So, while other people focus on that aspect of development, you turn your attention to branding.
This morning, walking into the office, you greet Michelle who says, Id like to meet with you tomorrow to develop the branding strategy for the new product. Lets meet for a working lunch and brainstorming session.
That sounds great, you reply. Ill schedule the meeting and order in lunch.
Entering your office, you begin to think about the items that you will be discussing during tomorrows meeting with Michelle.
We havent 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:
Identify in one sentence your overall branding strategy or brand image you want to achieve in the mind of your target segment.

Product name
Advertising slogan or tag line
Product attributes
Product benefits
Consider the following questions:

What did you learn from your classmate’s posting?
What additional questions do you have after reading the posting?
What clarification do you need regarding the posting?
What differences or similarities do you see between your posting and other classmates’ postings?

The materials found in the M.U.S.E. may help you with this assignment. Additional information is also provided in the Lessons From Experience found at the following links:

Targeting the Museum Market
The Language of Branding