14 Aug Communicate the ValueCommunicate the Value: Brand Identity Prism and Integrated

Communicate the ValueCommunicate the Value: Brand Identity Prism and Integrated MarketingCommunications BriefPlease develop an Integrated Marketing Communications (IMC) brief. This deliverablewill be used to instruct an external company that will be hired to develop an IMCcampaign for your company.Your deliverable will be presented in a four to five page paper and will follow APA 6formatting guidelines including a cover page and reference page.to about 500–1,000words. You will be developing a figure for the brand identity prism.1. Brand Identity PrismIntroduce your brand and work through a brand identity prism as demonstrated in theWeek 3 Lecture and below.An example of the Polo brand identity prism is below.PhysiqueFrom casual to formalAlways comfortableRelationshipSocial distinctivenessExclusiveReflectionComfortable young menGood social standingNice and richIdeal son­in­lawPersonalitySelf­confidentCultureWASPBoston elitismAmericanLuxurySelf­ImageI belong to my timeI am fashionableI am the elite2. IMC BriefThe brief should be a concise document that answers these questions. This will helpguide the creative team that will formulate the IMC campaign.Why are we developing a new IMC campaign?What is the problem?What is our objective (quantified)?Who is the target customer?Who are we trying to reach? What are the characteristics of the target market?What is the message?How does our target currently perceive us?How would we like the target to perceive us?What is the most persuasive idea we want to convey?What creative guidelines do we have to consider (e.g., logo, font, corporatecolors)?When will the message be delivered?What timeframe are we looking at for development and delivery?Where will the message be delivered?Which media will provide the most effective communications mix?How much will it cost?

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