Executive summary

If you go shopping, you are more likely to purchase some new products which you have already known the brand from the TV, magazines or you friends. Would you buy something which you have never heard of? As a market management, you need to know the reason why the customers believe in brand so much. Your brand is something which you promise to the consumers what the product can deliver to them. And the brand can let the customers know what they will get from your product and service. And the different advantage between your competitors'.

Your brand is derived from who you are, who you want to be and who people perceive you to be. Brand is the life of a business or a product in today’s business. What the brand contains is more than a logo and slogan. Nowadays, the market has already changed from the product market to the brand market. Brand is becoming one of the significant factors for any business, no matter how large or small the business is. Therefore, we can see how important of the brand strategy is for the company. It can make the product become stronger in high competitive marketing. This report is going to give the brand strategy about the soft-beverage industry of Last Chance. This report can help the new brand develop the market of the brand strategy in a single geographic market. In order to make this soft drinks recognized by the consumers. This plan makes the strategies in the brand strategy, promotion and the integration of advertisement. 

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