Brand Corporate Identity - Task1

23.9.2024 - 03.1.2025 / Week 1- Week 13
Brand Corporate Identity / Bachelor of Design (Honours) in Creative Media
Aliah Farhana Binti Mohd Fauzi / 0357957

Task 1 - Breaking Brand

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LECTURES

Week 1 | Introduction and Briefing of Brand Corporate Identity

Figure 1.1 Timeline

Students must follow the timeline as it's a guide to the submissions of the assignments that has provided in both MIB and lecture.

Figure 1.2 The Mental Health Coalition Branding and Identity 

In the Figure 1.2 the entire exercise is call branding which somehow will be applied in this module as well.

Week 2 | Brand

What is branding?

Branding is the process of giving a meaning to specific organisation, company, products or services by (actively) creating and shaping a brand in consumers' mind.

What are the benefits of branding?

• Branding helps to stand out in a saturated market.
• Branding gives credibility.
• With a clear brand, it can charge what it worth.
• Branding leads to customers loyalty.
• Branding leads to returning customers & referrals.
• Branding = Consistency.
• Branding helps to attract ideal clients.
• Branding business will save money and time.
• Branding will give confidence in a business.
• Established branding makes it easier to introduce new products/services.
• Branding gives a clear strategy for moving forward.

Week 3 | Types of Marks

Figure 1.3 Term: Logo

1. A logotype is a logo centred around a company name or initials.
2. A logo mark is a logo centred around a symbolic image or icon.
3. A signature is when a word and a symbol is combined, it is also known by it other term "combination mark".

Figure 1.4 Term: Monogram

A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. Monogram are often made by combining the initials of an individual or a company, used as recognisable "symbols" or "logos".

Figure 1.5 Term: Heraldry

These are some modern heraldry symbols derived from heraldry symbols. 

Figure 1.6 Term: Mark

These marks signifies ownership or identification. They represent the quality, ability and skill levels of its creator and with that comes a promise of excellence. 

Trademark ™

A symbol, word, or words legally registered or established by use as representing a company or product. The function of a trademark is identification. A trademark is also used as legal protection against intellectual property infringement or theft.

A service mark ℠, is a trademark used in the United States and several other countries to identify a service rather than product. 

The registered trademark symbol, ®, is a typographic symbol that provides notice that the preceding word or symbol is a trademark or service mark that has been successfully registered with a national trademark office.

Week 4 | Brand Ideals

Figure 1.7 "just Do It" Nike ideals

A brand ideal is a higher purpose of a brand or organisation that goes beyond the product or service they sell. 

Brand values deliver real engagement and direct you towards more powerful bonds with your target audience. 

For an instant, Nike is about encouraging success, motivating athletes, and reminding everyone (no matter their fitness level) that they can achieve their goals.

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INSTRUCTIONS

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Project 1 (Group effort, individual submission) Select an existing brand, preferably a large brand that has a regional or international presence for the purpose of analysis. Breaking brand essentially requires the student to deconstruct a brand. 

To help you in this task an outline or framework will be provided and it is as follows:

A) BRAND PROFILE

1. Description

1.1 Summary Description

1.2 Target Market/Audience

1.3 The Offer

1.4 Specific Benefits

2. Brand Value

2.1 Retailer's Perspective

2.2 Customer's Perspective

3. Brand Positioning

3.1 Why This Brand & Not Competition

3.2 How it positions itself towards the target market

3.3 Who are the Competition

4. Unique Selling Proposition (USP)

B) EXPANDED BRAND

PROFILE

1. Description

1.1 Founder

1.2 Location

1.3 Logo/Logo evolution

1.4 etc

2. Benefits

3. Target Market/Audience

3.1 Geographic Segmentation

3.2 Demographic Segmentation

3.3 Psychographic Segmentation

3.4 Behavioural Segmentation

4. Competitive Differentiation

5. Pricing

6. Distribution

7. Brand's Positioning Statement

8. Brand's Voice

9. Brand's Communication Strategy

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EXERCISES

Figure 3.1 Data Collection on Google Docs (Group Work) - PDF

Week 1

We were tasked to form a group that are consists four to five people, then we have to do a research about one brand following the framework. Upon our discussion we have decided to do a research on a rising coffee local brand which is Zus Coffee. 

Week 2

We have finalised our research and moved on to the individual works which was making a slides in Google Slides utilising the informations that we have collected and compiled on Week 1.  

Week 3 

Submission week of both research and data collection as well as the slides in a google drive.

Figure 3.2 ZUS Coffee Slides (Individual) - PDF

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FEEDBACKS

Group's Feedbacks

ZUS COFFEE

Not accurate understanding of brand value (both from a retailer’s and customer’s perspective). More room for expansion in benefits framework specifically under extended brand profile section. Behavioural segmentation of targeted audience may fit better as a phychographical aspect instead. Room for improvement in the understanding of brands’ communication strategy from a creative perspective (covering aspects of the brands’ visualisation and visibility via its many marketing channels). Currently, content seems more fitted as the USP and benefit of the brand instead.

Individual's Feedback 

Heavy reliance on research with some attempt at paraphrasing. Able to demonstrate some independence in thinking reflected in how the research information is laid out. Inaccurate understanding of brands’ communication strategy as reflected in research. Do credit your sources.

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REFLECTIONS

Experience 

Analysing ZUS Coffee's branding was eye-opening for me because it revealed the complexity of brand development. Moreover, understanding all aspects of brand value and communication strategy while finding a balance between independent ideas and research was the obstacles I had during this assignment was conducted. 

Observation

It was noted in Miss Lilian Feedback's that ZUS Coffee's brand value, as perceived by both retailers and customers, needs a deeper examination. Their communication strategy relies heavily on digital platforms, yet its creative elements and visibility could be better aligned with their overall brand message.

Findings

I've found that the benefits framework should be expanded more as behavioural segmentation should be reclassified as psychographic, and ZUS Coffee's creative communication strategy should be better analysed. Maybe for next time I'll improve on the analysis by focusing on independent thought and giving due acknowledgement to sources.