BRANDING AND CREATIVE INNOVATION ASSIGNMENT

BRANDING AND CREATIVE INNOVATION ASSIGNMENT

1. Conduct a brand audit using the framework for Consumer Conventions, Category
Conventions and Company Conventions to identify what is occurring in your
chosen category with you nominated brand.
2. Identify the points of parity and the points of difference within your chosen
category.
3. Develop a perceptual map for where each brand is positioned within the market
and identify any clear spaces with potential for a brand to be introduced or
repositioned. Detail the competitive frame of reference in your chosen category.
4. Develop a PESTLE for your chosen market and detail what forces impact upon
branding in your chosen market.
5. Using additional market information detail what stage of maturity the market is in
and what role each brand is playing in the category. Detail what the likely
strategies of the brands in the category could potentially be in future based on
your observations of the market.
PART 2: CONSUMER PROFILING FOR INTRODUCTION (OR RE-POSITIONING) OF A
BRAND TO THE MARKET
1. Describe your proposed positioning and target market using a “mood board” and a
written description.
1a. Define their demographic details.
1b. Define their attitudinal traits and values.
1c. Define their behavioural traits.
1d. Explain the insights you have uncovered about the audience. What is the
tension point in their lives that your brand will leverage?
2. Develop a brand framework (Red Bull exercise example) for your brand and what
you can offer to the market.
2a. Define the brand promise.
2b. Explain the brand delivery including – Features (functional and emotional),
Attributes, Communication delivery (role for comms), reasons to believe and
proof points to support your brand promise and value propositions.
2c. Define the brand character (if ‘x’ brand were a person it would be ‘y’).
3. Develop several potential brand names and provide a rationale based on the
market, proposed positioning, proposed target audience, proposed product or
service features- benefits and other relevant criteria.
4. Design a quantitative questionnaire to be administered to 10 people. You will need
to test this questionnaire before administering it to your chosen participants to
ensure it makes sense. The object of the questionnaire is to test your potential
brand names and the proposed positioning, proposed target market, proposed
product features-benefits and other relevant criteria.
5. Analyse the results of your survey. Based on your findings decide which brand
name you will use and change your target market, positioning and other elements
if necessary.
6. Develop a Customer-Based Brand Equity Pyramid using Figs 3.1 and 3.2 on page
108 in Keller to describe your brand building blocks.
7. Define the role for your brand. Is is the primary brand in the portfolio? A flanking
brand, secondary brand etc.? Is it intended for main use or to capture a secondary
market segment through occasional use?
8. Describe the brand architecture of your brand and how it will support the business
in selling products in your chosen category.
9. Prepare a creative brief that you would give to an Advertising Agency to assist you
in launching your brand.
10. Business Report Format.
Refer to: Summers, J. & Smith, B., “Communication Skills Handbook”, John Wiley &
Sons, 2010, Ed 3, available from the Swinburne Bookshop.
Include an executive summary, contents page, and clear and concise conclusions and
recommendations. Include a copy of your questionnaire and details of the demographics
of the survey participants, mood boar