This individual project gives you the opportunity to explore, and the college to assess, the knowledge you will have accumulated during the course of this module. This project follows on directly from Project A, where you chose a few brands to investigate, and worked within a small group. Now you will choose one brand to study independently.
This summative brief should be read in conjunction with the full module description/ details.
THE TASK – Brand Implementation: Report and Plan,
Individual submission: 2000–3000 words, 100% Marks
Your task is now to choose one brand from your Project A study and explore in greater detail the opportunities this brand has for development. First you must revisit and review your current research and identify and analyse the brand’s weaker points and challenges.
Imagine that you are the design or brand manager for this brand and you are reporting to your colleagues about what the brand could achieve.
Consider the strategy for change management of this brand.
Why does it need to change?
How is it going to change?
Select real-life suitable design, advertising, web or branding agencies that you propose to assist you in progressing these opportunities. Include these agency selections within your report and include the specific reasons for their selection.
Whilst reexamining your chosen brand, investigate its online presence, think about all the brand touch points, associations, senses and emotional qualities and work out new and innovative design strategies that would be appropriate in enhancing the effectiveness of
You will self direct your own project. Your tutor will support you with tutorials and provide you with feedback. The key deliverable for this assignment is a thoroughly researched written Report And Plan showcasing your approach and solutions to the challenge as well as your key learning throughout. You will also present a clear overview of this to your tutors within your final tutorials in week 11.
Consider today’s current trends and market challenges. Leverage key frameworks and be critical in your analysis of what the brand could do in the future. Then propose appropriate changes, going through the various stages of implementing your idea into a real world project, whilst applying all the skills gathered throughout the module.
You will give your tutors a informal presentation in your tutorial in Week 11 providing an overview of your final assessment. The final report and plan is to be handed in at the end of week 12 (Dec 5th 2014) at 5pm.
Marks will be awarded for these two connected sections:
The Report (1500-2000 words)
– Presenting a well considered and argued report.
(Looking at how to enhance the brand – why does it need to change? What are the challenges?)
– The critical approach and suitable frameworks that could be leveraged in support of your idea. (citation Harvard referencing style).
– Inclusion of suitable visual material within the analysis
– A shortlist of consultancies that you have chosen to work with, clearly showing your selection criteria and final choices.
– The processes and planning involved in the proposed brand change (you do not need to create any design work this time, as you will be briefing agencies)
The Plan (800-1000 words)
– The branding brief
– Timeline, Design phases and brand rollout with chosen agency (what activities – which media channels and where and when)
– Your approach to budget, scope, management and measurement of your proposed brand reinvention.
The Report and Plan should be referenced throughout (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.
Your proposal title
Introduction (about your brand reinvention)
Background and industry context of brand chosen
Rationale for why the brand needs to evolve (uncovering arguments and supporting this with theory and case studies)
Challenges and opportunities
The process for selecting a suitable branding agency (your approach to the selection process.)
Your chosen agency and your approach to the brief.
The rollout of your new brand, phases and plan and budget.
(thinking about appropriate touchpoints, channels and media use)
ROI and testing.
Appendix (can be visuals, data, competitor information, articles etc.)
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