Branding Strategies: Project 1A

April 13, 2018

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.
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

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.


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