Brand Strategies Project 1B: Situational Analysis
April 29, 2018
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.
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