Creative Brand Strategy - Task 1
1A : Case Study
You are to analyse a well-established Rebranding Campaign of your choosing.
1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission,
Target Audience, Brand Positioning.
2. Understanding its brand experience: features and activities.
3. Reviewing its key visuals and the applications: identity and usage from different platforms.
1B : Campaign Proposal
You are to propose a Branding Campaign. The campaign will be for a a glimpse of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch.
The suggested proposal outline:
Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand
Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.
Week 2: The Branding Process
The lecture introduced the branding process and its role in building strong brand identities. A key focus was on brand experience, defined as the collective responses and impressions a customer has with a brand, including emotions, thoughts, and interactions. Creating a positive brand experience is essential for building trust, recognition, and customer loyalty.
The lecture highlighted that a good brand experience is multi-faceted, involving direct marketing (such as website design, advertisements, and social media presence) and indirect marketing (such as employee engagement and word-of-mouth). It also emphasized personalization as a strategy to strengthen customer connections by tailoring experiences to individual preferences.
The session concluded with the importance of creative strategy and visual identity in campaigns, ensuring all branding elements reflect the company’s core values and personality to elicit positive emotions and create a memorable impression.
Week 3: SWOT, Customer Journey Map, and Brand Touch Points
This lecture introduced SWOT analysis as a key tool for strategic planning in branding. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It helps businesses assess internal and external factors that impact performance and guides decisions for growth, market entry, or product launches.
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Strengths are internal advantages like brand reputation or distribution reach.
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Weaknesses include internal limitations such as lack of product variety or weak online presence.
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Opportunities are external trends that offer growth, such as changing consumer behavior.
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Threats refer to external challenges like new competitors or economic downturns.
The lecture also touched on using SWOT during strategic shifts, market expansion, or industry changes.
Although mentioned in the title, the details about Customer Journey Map and Brand Touch Points were not included in the provided slides.
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