Revitalizing a Brand (Essay Sample)

Revitalizing a Brand Student’s Name Institutional Affiliation Course Code: Subject’s Title Instructor’s Name Assignment Date of Submission Revitalizing a Brand Marketing communication, brand identity, and position play important roles in healthcare systems' performance across the world. Customers' preferences in healthcare provider choice are shaped by brand identities and the perceptions they conceive of these systems (Buil, et al., 2015). Therefore, effective communication is necessary for ensuring competitive advantages. Plaza Home Health Services is one company that seeks to improve its brand identity and its general brand position in the market. An evaluation by co-owners established that their communication strategies in their previous operation periods acted as a significant impediment to such vision. They first identified their brand identity and realized that they capitalized on provision of high-quality services and maintained professional styles in customer interaction which significantly influenced their brand position. In a bid to evaluate their chances of success, the presentation undertook a SWOT analysis to determine internal strengths and weaknesses compared to external opportunities and threats. The results indicated that the current communication strategies employed were inefficient to help realize their dream. However, the research identified existing opportunities in content marketing, such as social media, that would help push the company's agenda to a larger audience. The research also reviewed other means of improving the brand identity and positioning through benchmarking efforts. The processes involve continuous improvement in service delivery by comparing metrics to those of the competitors in establishing the best practices to adopt CITATION Bal16 \l 1033 (Balamurugan & Poongodi, 2016). The benefits of this initiative would be revitalizing the branding strategies by identifying effective means of marketing communication. Finally, the researcher compared the performance of Plaza Home Health Services to that of a similar organization. Emerald H...