The value of the brand lies in the way it is perceived by its audience, because brand reputation exists in the minds of those who have knowledge of that brand. A brand represents a promise to the consumer about the product and/or company. In particular, it suggests particular associations with regard to the social, emotional, and/or aesthetic qualities. It embodies what people think and feel about that company.

Moving into a new market can cause those perceptions to be questioned. Evaluate some of the communication challenges that you are likely to face in the new market with the new product.

In particular, provide:

  •   An overview of the potential communication challenges you could face

  •   An explanation of the product you intend to launch, detailing:

The rationale for your choice

How the new product will fit into your chosen brand
 An explanation of the market sector you will be targeting, detailing why you have selected that market


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