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Marketing Essay

3047 words - 13 pages

Protegrity Brand Management
Presented to Dr. /Prof………
December 04, 2011

Protegrity: Refreshing Life

Table of Contents
Introduction to the company and the brand 3
Brief description of the selected company (Brand) 4
Introduction to Brand and Designing a Branding Strategy 5
Branding in relation to consumer physiologically and socially 6
Brand development and Justification of brand development decisions 7
The impact of the Internet and Advertising on the brand development 8
Co branding, Brand Damage and brand confusion in relation to the selected company/brand 9
Co branding and its impact upon the selected brand/company 10
...view middle of the document...

Protegrity is a phrase coined from the word ‘professional’ and ‘integrity’ which stands for ‘professional staff with integrity.’ The company’s main brand will be the software and Smartphone called Mphone, the software will be used only in the company’s products. The Smartphone will be developed in an innovative way and they will make users life easier. The Brand will have a unique name but the name is heavily associated with the name of the company. The smartphones are branded as Mphones, Additional products will be introduced and will follow the same naming protocol starting with ‘M’.
Brief description of the selected company (Brand)
The two founding partners have decided to first start by developing the Mphones software’s as it is easier to start. These software’s will be leased and the company staff will provide all support and would not be licensed to third parties thus all the knowledge about the software would remain in-house, support would be provided online (Greyser, (2009). After the initial phase of developing software the two partners have developed an expansion strategy after the first year’s sales as the company has already sold software worth one hundred thousand pounds in presales, this has been used as applications in other brands. This has provided impetus for the two partners to think about their quest to develop the Mphones to make them easier to use and widely acceptable. In doing this the company would target the middle and upper class with all the company products priced above competitors products in the market. Mphone brand will not just be better designed but also have more functions than the competitor’s smartphones.
The Mphone brand would be in diverse colours but main ones would be black and grey, other colours would be Green, pink, and gold. In addition to the Mphone all the other products that the company will develop will be launched into the market after sustained media marketing in order to build anticipation. These will be the flagship products of the company which is growing at above 300% every year.
Introduction to Brand and Designing a Branding Strategy
The company has developed key components to enhance the intended brand. First the company will have a simple memorable name that all consumers will like to associate with, thus, the founding partner’s choice of a logo and name will be informed by this aspect. The company name Protegra would be depicting professionalism with integrity. While the Mphone logo of an orange with one side peeled would indicate a product ready for the consumer use.
The company would not license its product development and manufacturing but this would be done in the company’s headquarters where top most secret and non disclosure of the information regarding product development would be required from all the staff. The new product would be of top notch quality and design that has not been used before and will give the customers new experience, the short names of the brand will...

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