Assignment Prompt & Instructions
See attached
– ## Week3HomeworkAssignment-MKTG600B002Fall2025-APEI.pdf
**## Week3HomeworkAssignment-MKTG600B002Fall2025-APEI.pdf**
This assignment will be submitted to Turnitin™.
Instructions
Brand Extension Assignment
For this assignment, you are asked to choose an existing brand and create
a brand extension for that brand. This is not connected to your final paper topic, so
you can use any brand, including your final paper topic for this deliverable. Your goal
is to present a detailed, well-reasoned proposal that explains how you would expand
the brand into a new product category or service offering. This will require you to
think strategically about how the brand's identity, values, and market position can be
leveraged to successfully extend into new markets or product lines.
Assignment Details:
Length: 5 pages (this does not include title and reference pages)
Format: Word document
Submission: Upload the assignment into the ASSIGNMENT Container in the
course platform
File Naming: Please name your file using the following
format: lastnamefirstinitial-MKTG600-assignment#
Headings to Include:
1. Brand Overview (Background)
Provide a brief background on the brand you have chosen. Include the
following:
A description of the company’s history and its core offerings.
The brand’s current market position, strengths, and unique value
proposition.
Key brand elements that define its identity (e.g., mission statement,
core values, target audience).
A discussion of the brand’s current customer base and overall
reputation in the market.
2. Extension Idea
Describe the new product or service that you propose for the brand
extension.
Consider the following:
What is the new product or service?
How does it relate to the brand’s core offerings or values?
What differentiates this extension from competitors in the market?
3. Rationale/Justification for the Extension
In this section, you will provide the reasoning behind your decision to propose
this specific brand extension.
Why is this brand extension a good fit for the brand?
How does it align with the brand’s mission statement and core
values?
What market needs or customer desires does this extension
address?
Support your reasoning with data, trends, and research that highlight
potential market opportunities.
4. Target Market
Define the target audience for the brand extension.
Consider the following:
Who is the primary customer for this extension (demographics,
psychographics, behaviors)?
What consumer needs does this new product or service fulfill?
Are there new market segments you can target with this extension that
weren’t previously reached by the brand?
Provide data on market size, trends, and consumer preferences to
support your target market choice.
5. Marketing and Launch Strategy
Outline a marketing and launch strategy for your proposed brand extension.
This should include:
Pricing Strategy: How will you price the new product? Consider
market positioning, competition, and value perception.
Channel Strategy: Where and how will the new product be sold?
Discuss whether the brand will leverage existing distribution channels
or if new channels will be needed.
Promotional Strategy: How will the brand raise awareness for the
extension? Consider both traditional and digital marketing methods
(e.g., advertising, PR, influencer marketing, social media, content
marketing).
Launch Timeline: Provide an overview of the key stages of the
product launch and the timing for each phase.
6. Ethical Considerations
Discuss any potential ethical concerns related to your brand extension. This
could include:
Issues related to sustainability or social responsibility.
Consumer privacy or data security concerns, especially if the
extension involves new technologies or services.
Potential concerns related to misleading advertising or cultural
sensitivities when expanding into new markets.
Address how you would ensure that the brand maintains ethical
standards and a positive public image throughout the extension
process.
Additional Guidelines:
Research: You should incorporate scholarly research, industry reports, or
market data to support your arguments and recommendations.
Use citations where appropriate, including peer-reviewed journals, textbooks,
and industry case studies.
Clear and Structured: Ensure that your paper follows a clear and logical
structure, with headings and subheadings for each section. This will make it
easier for the reader to follow your analysis.
Professional Writing: Maintain a professional tone throughout your paper, as
this assignment is an opportunity to demonstrate your ability to think critically
and strategically as a marketer.
Due on Oct 26, 2025 11:55 PM
References: Include a references section at the end of your paper, listing all
the sources you used in your research (APA style).
Course Objectives:
1. Develop a Marketing Plan
2. Define the types of marketing research
3. Analyze potential pricing alternatives.
4. Define channel strategy
5. Design a sales management plan.
**## Week3HomeworkAssignment-MKTG600B002Fall2025-APEI.pdf**
This assignment will be submitted to Turnitin™.
Instructions
Brand Extension Assignment
For this assignment, you are asked to choose an existing brand and create
a brand extension for that brand. This is not connected to your final paper topic, so
you can use any brand, including your final paper topic for this deliverable. Your goal
is to present a detailed, well-reasoned proposal that explains how you would expand
the brand into a new product category or service offering. This will require you to
think strategically about how the brand's identity, values, and market position can be
leveraged to successfully extend into new markets or product lines.
Assignment Details:
Length: 5 pages (this does not include title and reference pages)
Format: Word document
Submission: Upload the assignment into the ASSIGNMENT Container in the
course platform
File Naming: Please name your file using the following
format: lastnamefirstinitial-MKTG600-assignment#
Headings to Include:
1. Brand Overview (Background)
Provide a brief background on the brand you have chosen. Include the
following:
A description of the company’s history and its core offerings.
The brand’s current market position, strengths, and unique value
proposition.
Key brand elements that define its identity (e.g., mission statement,
core values, target audience).
A discussion of the brand’s current customer base and overall
reputation in the market.
2. Extension Idea
Describe the new product or service that you propose for the brand
extension.
Consider the following:
What is the new product or service?
How does it relate to the brand’s core offerings or values?
What differentiates this extension from competitors in the market?
3. Rationale/Justification for the Extension
In this section, you will provide the reasoning behind your decision to propose
this specific brand extension.
Why is this brand extension a good fit for the brand?
How does it align with the brand’s mission statement and core
values?
What market needs or customer desires does this extension
address?
Support your reasoning with data, trends, and research that highlight
potential market opportunities.
4. Target Market
Define the target audience for the brand extension.
Consider the following:
Who is the primary customer for this extension (demographics,
psychographics, behaviors)?
What consumer needs does this new product or service fulfill?
Are there new market segments you can target with this extension that
weren’t previously reached by the brand?
Provide data on market size, trends, and consumer preferences to
support your target market choice.
5. Marketing and Launch Strategy
Outline a marketing and launch strategy for your proposed brand extension.
This should include:
Pricing Strategy: How will you price the new product? Consider
market positioning, competition, and value perception.
Channel Strategy: Where and how will the new product be sold?
Discuss whether the brand will leverage existing distribution channels
or if new channels will be needed.
Promotional Strategy: How will the brand raise awareness for the
extension? Consider both traditional and digital marketing methods
(e.g., advertising, PR, influencer marketing, social media, content
marketing).
Launch Timeline: Provide an overview of the key stages of the
product launch and the timing for each phase.
6. Ethical Considerations
Discuss any potential ethical concerns related to your brand extension. This
could include:
Issues related to sustainability or social responsibility.
Consumer privacy or data security concerns, especially if the
extension involves new technologies or services.
Potential concerns related to misleading advertising or cultural
sensitivities when expanding into new markets.
Address how you would ensure that the brand maintains ethical
standards and a positive public image throughout the extension
process.
Additional Guidelines:
Research: You should incorporate scholarly research, industry reports, or
market data to support your arguments and recommendations.
Use citations where appropriate, including peer-reviewed journals, textbooks,
and industry case studies.
Clear and Structured: Ensure that your paper follows a clear and logical
structure, with headings and subheadings for each section. This will make it
easier for the reader to follow your analysis.
Professional Writing: Maintain a professional tone throughout your paper, as
this assignment is an opportunity to demonstrate your ability to think critically
and strategically as a marketer.
Due on Oct 26, 2025 11:55 PM
References: Include a references section at the end of your paper, listing all
the sources you used in your research (APA style).
Course Objectives:
1. Develop a Marketing Plan
2. Define the types of marketing research
3. Analyze potential pricing alternatives.
4. Define channel strategy
5. Design a sales management plan.