Adaptive Branding Plan-UBER

Give a brief description of the company, the selected brand, its functionality and/ value offering
Summarize the recommendations you will make in the Plan. Think of this as akin to a term paper abstract.

Describe national trends that will affect the brand.
Consider demographic changes, legislative actions,
technological changes, economic trends, etc.
Provide here a SWOT analysis of your brands strengths and
weaknesses, and the external environment cr
eating opportunities and/or threats to your brand.

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(1/1 2 pages)
Use one or more of the common bases for segmentation: demographics, psychographics, geography,
benefits, and/or usage.

a. Describe the brand’s competitive advantage in terms of quality, price, selection, location, and service
Include here a set of POPs (points of parity to the competition) and PODs (points of difference to the
b. Identify the strengths and weaknesses of competitors to the brand,
with respect to the following
Market share; product quality; quality of service; pricing; amount of advertising and
. Include a perceptual map of your brand versus the competition, using t
wo positioning
variables (avoid reliance only on price and quality).

a. List, discuss, and mix the “tools in the promotional toolbox” you will use–direct marketing,
advertising, public relations,
personal selling,
sales promotion.
b. Include a mention of media placement for any of the “tools” you plan to use.
NOTE: This is the pivotal section of your Plan
you will specify your recommendations for improving
whatever the current branding is for your chosen brand
and justify
you think this will work
List the assumptions you made while completing your presentation.
State which assumptions must hold
true in order for a sustainable conclusion.
. REFERENCES (1 page)
A “Work Cited” page in APA

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