Instructions
Project 1B: 20%
The Brief
Situation Analysis
Duration of Assignment
Week 1 – 4
Deadline
Week 3: SWOT
Week 4: Brand goals, Brand objectives & Target audience
Description
You are to study the city of Kuala Lumpur. Analyse the city and its market looking at SWOT (strengths, weaknesses, opportunities and threats). In addition, determine the personality and message the city wants to communicate. What does the city want its market to perceive? What are its brand goals and as such what brand objective must it set to achieve these goals? Please identify the target audience, analyse their lifestyle and determine how your brand will resonate with them (supported with customer journey map).
Brand goals are valuable business targets for a brand.
Brand objectives are targets that bring you closer to your goals but don't necessarily have value of their own.
Brand goals are things such as brand awareness that increase brand entity.
Brand objectives are steps towards goals such as launching an advertising campaign.
Finding a niche you can fill. Researching your market
Requirements / Submission
Presentation with a compilation of creative info graphic, mind map, photos, etc followed by 15 minutes open discussion/feedback/evaluation.
Objective
To learn how to conduct a research and analyse a case study to plan an effective proposal
The Brief
Situation Analysis
Duration of Assignment
Week 1 – 4
Deadline
Week 3: SWOT
Week 4: Brand goals, Brand objectives & Target audience
Description
You are to study the city of Kuala Lumpur. Analyse the city and its market looking at SWOT (strengths, weaknesses, opportunities and threats). In addition, determine the personality and message the city wants to communicate. What does the city want its market to perceive? What are its brand goals and as such what brand objective must it set to achieve these goals? Please identify the target audience, analyse their lifestyle and determine how your brand will resonate with them (supported with customer journey map).
Brand goals are valuable business targets for a brand.
Brand objectives are targets that bring you closer to your goals but don't necessarily have value of their own.
Brand goals are things such as brand awareness that increase brand entity.
Brand objectives are steps towards goals such as launching an advertising campaign.
Finding a niche you can fill. Researching your market
Requirements / Submission
Presentation with a compilation of creative info graphic, mind map, photos, etc followed by 15 minutes open discussion/feedback/evaluation.
Objective
To learn how to conduct a research and analyse a case study to plan an effective proposal
Feedback:
The SWOT analysis is quite well done and includes sufficient information. However, some of the information is not clear enough. For my brand name, I must be careful to ensure that it is not mistaken for "LIVE KL (as in music playing live) instead of its intended "LIVE KL" ("life" form of "live")
Reflection:
Experience:
It was a good experience to be able to learn more about my own city. It is eye opening how there are still so many things I don't know about my own city.
Observations:
I noticed that it is easier as it goes along to get ideas for my logo sketches as it was a bit difficult at the beginning.
Findings:
I found this project to be pretty interesting to be able to analyse Kuala Lumpur in depth to learn more about its strengths and weaknesses.
Project 1A
Beatrix Leong Yi Wen (0331043)Branding Strategies
Lecturer: Ms. Tai Li Lian
Project 1A
Instructions
Project 1A:
10%
The Brief
Presentation
Duration of Assignment
Week 1 – 2
Deadline
Week 2
Description
You are to research and analyze a
well-established city branding as a case study. Identify the brand strategy
supported with its brand identity (Naming, logo, slogan, brand story, brand
message, big idea, city promotional videos, website, applications, etc.).
Additionally, you are to explain its brand experience with a customer journey
map.
The presentation must be easy to understand,
clean, clear and concise. Presentation will be organised individually.
City Branding, Brand Identity & Brand
Experience
Customer journey map is a diagram or several diagrams that
depict the stages customers go
through when interacting with a company, from buying products online to
accessing customer service
on the phone to airing grievances on social media.
Building a brand identity is a multi-disciplinary, strategic effort;
every element needs to support the overall message and business goals.
Requirements
/ Submission
15 minutes presentation with a compilation
of research results & case studies
The Brief
The understanding of brand
strategy, brand identity & brand experience
Assessment Criteria
Marking Criteria
& % Distribution
|
(%)
|
LO1
|
LO2
|
LO3
|
Project 1A:
Presentation
|
||||
Presentation: The core subjects are comprehensively and
clearly presented. The contents are memorable and have strong staying power.
|
5
|
ü
|
ü
|
|
Research &
Analysis: The ability to
research and analyse a case study to plan an effective presentation. The
ability to justify choices, utilize images, charts, timelines, diagrams,
pie-charts, research, etc.
|
5
|
ü
|
||
Total
|
1
|
|||
Project 1B:
20%
The Brief
Situation
Analysis
Duration of Assignment
Week 1 – 4
Deadline
Week 3: SWOT
Week 4: Brand goals, Brand objectives & Target
audience
Description
You are to study the city of Kuala Lumpur.
Analyse the city and its market looking at SWOT (strengths, weaknesses,
opportunities and threats). In addition, determine the personality and message
the city wants to communicate. What does the city want its market to perceive?
What are its brand goals and as such what brand objective must it set to
achieve these goals? Please identify the target audience, analyse their
lifestyle and determine how your brand will resonate with them (supported with
customer journey map).
Brand
goals are
valuable business targets for a brand.
Brand
objectives are
targets that bring you closer to your goals but don't necessarily have value of
their own.
Finding a niche you can
fill. Researching your market
Requirements
/ Submission
Presentation with a compilation of creative
info graphic, mind map, photos, etc followed by 15 minutes open
discussion/feedback/evaluation.
Objective
To learn how to conduct a research and analyse a
case study to plan an effective proposal
Assessment Criteria
Marking Criteria
& % Distribution
|
(%)
|
LO1
|
LO2
|
LO3
|
Project 1B: Situation Analysis
|
||||
Presentation: The core subjects are comprehensively and
clearly presented. The contents are memorable and have strong staying power.
|
10
|
ü
|
ü
|
|
Research &
Analysis: The ability to
research and analyse a case study to plan an effective presentation. The
ability to justify choices, utilize images, charts, timelines, diagrams,
pie-charts, research, etc.
|
10
|
ü
|
ü
|
ü
|
Total
|
20
|
|||
City Branding Case Study
Reflection
Experience
It was an interesting experience to be able to research on a city branding case to find out more about a city that I like.
Findings
I found it a little difficult to find information on the Gold Coast city re-branding because it is not so well known and well covered as other city re-brandings, perhaps because Gold Coast is a less established and smaller city.
Observation
I observed that once I found a few articles on the re-branding it was easy to collect information because it linked me to many different applications and videos regarding the re-branding.
