Investigate and analyse the real and intangible essences (touch-points) that constitute a contemporary brand

Learning Outcomes:
a. Investigate and analyse the real and intangible essences (touch-points) that constitute a contemporary brand
b. Review and evaluate the value, meaning and sustainability generated by a range of contemporary Brands
Description:
To begin your exploration into brand experience, it is important to learn from others.
Therefore, your first assignment is about analysing the brand essence and elements of a best practice brand of your choice. Recommend you choose brands that have a lot of public information available on their brand strategy.
You should include:
1. Brand overview – Overview of the history of the brand and products offered, history of the brand name and brand worth. Discuss why the brand has succeeded and has staying power/will continue to succeed?
2. Brand essence – using tools from class (the branding 4Ps and brand essence wheel) to identify the brands reason for existence.
3. Brand assets – analyse all the brand elements (colours, typography, style, name, symbols, logo form etc). Discuss any meanings tied to these elements and how they work together to communicate the brand essence to the consumer.
4. Creative execution – analyse 2 examples of how the brand essence and assets have been translated into communications and consumer experiences. Examples can be sourced from advertising campaigns, website and digital activity, in-store or event activity.
5. Moving forward – identify 3 problems you think the brand needs to address based on your analysis and identify 5 gaps/opportunities you think the brand needs to address based on market trends. Trends could be fashion and sustainability, changing consumer tastes, changing technology expectations etc.
6. Presentation – summarise your report into 5 slides (1 for each area), post to the class Padlet page and be prepared to discuss for 5minutes in our week 5 class.
Details:
1. Individual assignment
2. This assignment is part one of a two-part assessment
3. Report should be limited to 1,000 words (+/- 10%), Presentation no more than 5 slides + header page
4. Report should include an executive summary and conclusion
5. Show examples of brand assets, images and creative