Throughout this module we will consider what makes strong versus weak brands, how brands can use strategy and how to get the best out of design. The assessment aspect of this module is designed to give you a chance to apply these ideas to brands of your choice. Project B is deliverable in Week 12. It is an individual project that focuses on a single brand. Choose one brand from your Project A study.
In Week 6 you gave a 10-minute PowerPoint presentation and delivered a supporting document that addressed three topics a problem, the business context and a provisional solution. The written report and plan that constitute the main part of Project B are a chance for you to develop and refine a detailed solution and firm set of recommendations for just one brand.
Divide your document into these sections.
REPORT: 1,700 WORDS
THE PROBLEM WHAT IS WRONG WITH THIS BRAND?
What seems to be the purpose of this brand? Does it have a mission or a set of ideals? What is it for?
Why does it need re-branding? What are the threats or problems it is facing? What challenges need to be overcome?
THE BUSINESS CONTEXT WHO ARE THE CUSTOMERS AND THE COMPETITION?
What are the current market trends and who are each brands competitors? How are these brands currently positioned relative to each other and to the consumer?
Who are the brands current and potential target audiences?
THE SOLUTION HOW TO MAKE THIS BRAND BETTER
In light of the above, what are the opportunities for the brand? What can it achieve?
What is the rationale for your proposed rebranding? What academic and business literature on branding has led you to your conclusions?
What are your recommendations for rebranding? What brand architecture do you recommend? What brand values do you recommend? What kind of positioning and for what audience?
A shortlist of branding consultancies that you recommend the brand should work with. Nominate your final choice and explain why.
PLAN: 800 WORDS
A brief that can be handed to that consultancy. You will be shown how to prepare a brief; it can be a visual device that fits on one page.
Timings give a timeline showing how the rebranding process will roll out. We will repeatedly refer to the branding process during the lecture series and it is in your core textbook.
Costs indicate how much you expect the rebranding to cost. Specify how you intend to measure return on investment.
The Report and Plan should include citations to any literature throughout (in Harvard style) with a complete list of References and Bibliography at the end.
Visual and competitor material that supports the changes to the brand should be included within the body of the report and/or an Appendix.
A concept board is a visual tool that looks like a poster. It represents your ideas in images rather than words. You will be shown how to prepare a concept board during the module. Include this item as an appendix to your written report and plan; make sure it is part of the same file.
Please use the following format:
Microsoft Word (.docx) or PDF file
Title page (with title, name, id, date, module, and total word count)
A4 Microsoft Word Normal Margins: 2.54cm all around
1.5 line spacing
Body text: Times New Roman/Arial 12pt
Headers and footers with title and page numbers
The written part of the work (your report and plan) should be 2,500 words, plus or minus 10%. The word count excludes charts, graphics, references and appendices
Harvard Referencing style, which you will use when supplying references.