Brand Implementation Report
Individual submission: 2500 words ±10% and A3 Concept Board/Poster.
Your task is now to choose one brand 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 re-examining 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 this brand.
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.
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 should support your Report and Plan with an A3 visual Concept Board/Poster that summarises the main Branding concepts. This Concept Board/Poster represents a final inspiration board for a design or launch of the new branding service/product. This can be done on foam board and allow you to stick and pin imagery and materials as needed. You will present this Concept Board/Poster during your Week 12 Seminar.
Marks will be awarded for these two connected sections of the written Report and Plan, including completion of the physical Concept Board/Poster.
The Report (±1700 words)
You should present a well-considered and argued report looking at how to enhance your chosen brand. Be sure to include these points:
– Short introduction to brand
– Why does it need to change?
– What are the challenges?
– What are the critical approaches and suitable frameworks that could be leveraged insupport of your idea?
– What are the processes and planning involved in the proposed brand change? (you do notneed to create any design work this time, as you will be briefing agencies)
– A shortlist of consultancies that you have chosen to work with, clearly showing yourselection criteria and final choices.
The Plan (±800 words)
– The branding brief
– Timeline with design phases and brand rollout with chosen agency (what activities – whichmedia channels and where and when)
– Your approach to budget, scope, management and measurement of your proposed brandreinvention
The Report and Plan should include citations to any literature 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 within the body of the report and/or the Appendix.
A3 Physical Concept Board/Poster
Mixed technique of sketching, drawing, collage and digital design can be use for completing the Concept Board/Poster, in accordance to the style of the Brand. Please use images to demonstrate ideas where possible as we are working in visual subject areas even when discussing business.
Finally for your Summative Assessment Report, the A3 Concept Board/Poster needs to be reduced and digitised to A4 (photographed if necessary) and added to the Appendix of your Report.
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