Brand Management

Brand Management
Synopsis
Co-ops are non-traditional third-party plans that came into existence with the passage of the
Patient Protection and Accountable Care Act of 2010. There were 23 co-ops in operation;
however, the vast majority failed to remain financially solvent and ended up shutting their doors
not long after going into operation.
While there are many reasons for the failure of these companies, marketing and branding
challenges have been cited as one reason. In this scenario, a small group of venture capitalists
has been approached to make a sizable investment in forming a new health insurance co-op to
replace Iowa’s now-defunct CoOpportunity Health.
While working for an advertising firm that has been hired to develop an overall marketing and
branding strategy (plan) that will ensure the successful launch. Then the growth of the co-op
should the VCs elect to invest their capital in this venture.
This graded activity is designed to familiarize you with concepts typically associated with
strategic marketing to include, but necessarily limited to: target marketing, advertising and
promotion management, brand management, social media, website and search engine
marketing/search engine optimization, Internet marketing, and marketing research to include
analytics and qualitative analysis.
1. Produce a plan to promote a firm’s brand.
2. Create an advertising and promotion strategy that employs an appropriate mix of message
objectives and methods.
3. Analyze qualitative and quantitative data to better understand consumer preferences and
purchasing trends.
To complete this assignment, consider using scholarly and credible sources to look up topics
related to branding, advertising, and promotion management; target marketing; digital marketing
platforms; and the principles of Internet marketing.
Also, consider topics associated with the strategic importance of brand and its’ management;
representation import of branding to consumers; activities involved in managing an advertising
campaign; and marketing analytics. This is neither intended nor to be construed as an “allinclusive” listing of topics related to this assignment but may serve as a good starting point for
reviewing the existing literature.
Support with 3 references.