Strategic Branding for LinkedIn Jr.

 Identifying and Developing Brand Plans:

Positioning through ‘Brand Resonance Model’

 Designing and Implementing Marketing Activities:

Using ‘Brand Elements’ and ‘Integrated Marketing Communication’

 Measuring and Interpreting Brand Performance:

Through ‘Brand Value Chain Model’

 Growing and Sustaining Brand Equity:

Using ‘Brand Architecture, Brand Portfolio and Expansion Strategy’

Positioning through Brand Resonance Model:

LinkedIn Jr. is professional networking platform for school students to interact with other
students on various topics, help with career building activities, and get relevant feed to keep
up to date with important events and other academic and career developments.
 Designing marketing activities using Brand Elements:

Name Slogan Logo Tone and Package Design

Character
LinkedIn Jr Connecting to
It is a brand LinkedIn’s Slogan The logo of LinkedIn brand The wireframes
Infinity
extension of is ‘Connecting to LinkedIn Jr. has ‘jr.’ doesn’t have any have been
LinkedIn, which is Opportunity’, the in addition to the characters and included in the
already a popular slogan LinkedIn’s original tones due to product part
platform and has ‘Connecting to logo, which various reasons which show how
high brand Infinity’ is similar already has a wide and hence the jr. the product will
awareness and to its original recognition and extension would look. It is to help
good brand slogan but hence will help be kept the same make it easily
imagery which different in that it improve its way to strengthen adaptable to
can be leveraged gives the adaptability, its association to students of that
students to recognition, and LinkedIn and to age by
explore the acceptability not create any increasing the
platform for confusion with the ease of use and
various other associations of the making it more
career building original brand intuitive for their
activities which usage
will be its core
focus

Marketing and Communication:

Marketing objective: To create awareness and induce trialability of the product

• Marketing for LinkedIn Jr. will be done through advertising to parents on LinkedIn
and other social media sites
• Promotion in schools through teachers (taking in consideration the long term plans)
• Communication highlight (benefits to be conveyed):
• Social Media Platform to boost your career and learn great stuff,
• Connect with your peers and have interesting discussion on various topics,
• Create your professional social media profile
Interpreting Brand Performance through Brand Value Chain Model:

Marketing Program Investment – The LinkedIn for kids will be advertised through mass
media communications so as to reach parents and children’s. The decision makers are
parents and it is important to communicate the value to them. Marketing the app through
various Ed tech platforms and scholarship exams will also help the brand in setting the right
image among parents and students.

Customer Mindset – The marketing program investment along with the right program
quality results in the desired customer mind-set. We attempt to create awareness through
various campaigns in mass media and generate associations with a bright and outgoing
students. The awareness and associations created results in brand attitudes which in turn
creates attachment and activity. We need to take testimonials from students and their
parents which helps in brand attachment by giving a sense of involvement. This also creates
word of mouth and attracts other customers thus increasing the brand activity.

Brand Performance – As the marketplace condition is in favour of LinkedIn for kids due to
the absence of any real competition, the brand performance is expected to be exceptional.
The price premium needs to be evaluated using a test marketing strategy. It is clear that we
cannot command the same premium as a normal LinkedIn account. The price elasticities will
be clear from the test marketing and the final premium will be determined accordingly.
Further cost saving can be done by analysing the existing features used by customers and
then eliminating the least used or unimportant features. The profitability can be further
increased by using effective marketing strategies.

Shareholder Value – The market dynamic, growth potential, risk profile and brand
contribution influences the investor sentiment which inturn affects the share holder value.
Stock Prices, PE Ratio and market capitalisation serves as indicators of shareholders opinion
about the company. A positive outlook results in high value in all three indicators.

Growing and Sustaining Brand Equity using Brand Architecture, Brand Portfolio, and
Expansion Strategy

• LinkedIn  LinkedIn Jr.

• LinkedIn Premium  LinkedIn Jr. Premium
Career
• LinkedIn Premium
Business