Sonic is a new brand with no prior brand associations, which presents a number of marketing opportunities and challenges. Jane Melody has given you responsibility for making recommendations about three brand equity issues that are important to Sonic’s marketing plan.
• What brand elements would be most useful for differentiating the Sonic brand from competing brands?
• How can Sonic sum up its brand promise for the new smart phone?
• Should Sonic add a brand for its second product or retain the Sonic name?
Be sure your brand ideas are appropriate in light of what you’ve learned about your targeted segments and the competition. Then add this information to your written marketing plan or the plan you’ve been developing with Marketing Plan Pro software.