Directions for “Brand Management” Scenario
After reading the Introduction on Brand Management, complete the following assignment.You are a
marketing/public relations consultant who has been retained by Baylor St. Luke’s Medical Center to help them
repair their brand following this crisis. This graded activity is designed to familiarize you with concepts typically
associated with strategic marketing to include, but necessarily limited to brand management and advertising
and promotion management.
• Produce a plan to rebuild a firm’s brand following a publicized crisis.
• Create an advertising and promotion strategy that employs an appropriate mix of message objectives and
methods.