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Scenario
You work for a communication consulting firm and have a contract with Pasta Amore, a restaurant franchise. In an effort to meet market demands while still maintaining brand alignment to their corporate mission and vision, Pasta Amore is looking to rebrand to be seen as more health conscious, sustainable, and modern.
The franchise needs you to both create specific brand elements and provide guidance on building and maintaining the brand. You have been asked to conceptualize a new brand strategy and present it to organizational leaders for their review.
Prompt
Evaluate the existing branding components and consumer data from the Pasta Amore Case Study to determine which aspects of the brand are still relevant and which need to be revised or added. Make sure to support your analysis with academic resources and relevant data.
Specifically, you must address the following rubric criteria:
- Current Customer Analysis: Analyze current customer feedback data to determine the strengths, weaknesses, and areas of opportunity of the current brand and customer base.
- New Target Audience Analysis: Analyze the new target audience segmentation data to determine the strengths, weaknesses, and areas of opportunity of the current brand.
- Competitive Analysis: Identify brand extension opportunities and competitive advantages by analyzing key competitors in the area that offer similar services and offerings.
- Brand Equity Analysis: Evaluate the effectiveness of the current brand in attracting and maintaining its target audience.
- Communication Practices: Evaluate current communication practices to determine the currency and effectiveness of the brands message distribution in reaching the target market.
- Brand Recommendations: Based on your research, recommend brand extensions, brand revisions, and communication strategies to better reach the needs of your new target audience and existing customer base.
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