Strategic Marketing Challenge

Topic – Branding has always intrigued me and I guess I wanted to analyse brand value, changing brands and the effect it has on the organisation

Analyzing the issues - I conducted an analysis on a ‘top 10’ banking brand that could be leaving the African continent, its impact on brand conscious customers and employees,  the  challenge of re-branding the company and ensuring it can support the company’s strategy. An analysis was conducted on internal and external factors, followed by identifying strengths, weaknesses, opportunities and threats. This led to defining a new marketing proposition aimed at improving the brand’s positive equity.

Implementing the strategy – This required a detail look at costs and risks, however, with careful management, the benefits of increased brand awareness and loyalty, new competitive advantage, higher revenues and expansion opportunities can be achieved, allowing the group to meet its strategic objectives.

My reflections: 

I could not believe how complex and interesting marketing could be. It was one of the only subjects to date that could bring together all the other modules into one coherent assignment

Planning and marketing strategy are so important to organisations

 Will this strategy be executed? The company is already in this movie and even though everything is quite confidential, I think it will be a positive outcome for the company.  

Tough assignment but well worth the effort ... 

2 more to go for 2016 … :)

…ME