This morning, walking into the office, you greet Michelle who says, “I’d like to meet with you tomorrow to develop the branding strategy for the new product. Let’s meet for a working lunch and brainstorming session.” “That sounds great,” you reply. “I’ll schedule the meeting and order in lunch.” Entering your office, you begin to think about the items that you will be discussing during tomorrow’s meeting with Michelle. 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: 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 .

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