Task 1- Breaking Brand (Brand Corporate Identity)
CHIN ZHI XIAN / 0344352
BACHELOR OF DESIGN (HONS) CREATIVE MEDIA / Brand Corporate Identity
Task 1- Breaking Brand
Lecture
Week 1 - 30 Aug 2022
Today is the first lecture class on Brand Corporate Identity, my
lecturer named Mrs Tai Li Lian. First, Mrs Li Lian will start
Ice-Breaking by introducing ourselves, where we are from & what
brand we like, when my turn I introduced myself and I chose the brand
called Taobao. When Ice-Breaking has done, Mrs Tai Li Lian started to brief the
Module Information Booklet (MIB) and told us where we should submit
our assignment.
The Module aims to introduce you to the basics of identity
design, You will learn about the creation of an image &
subsequently the development of a brand. The learning process
entails a case study: the breaking down of an established brand,
and the mastery of the processes involved in brand creation.
There are 4 projects in total, all submitted via the eportfolio:
Project 1: Breaking Brand (Case Study)
Project 2: Logo
Project 3: Positioning & Identity
Final Project: Brand Guideline
Eportfolio: 5 Post
Continuous assessment 60%
Project 1: Breaking Brand (Case Study)
Project 2: Logo
Project 3: Positioning & Identity
Final assessment 40% (Hurdle)
Final Project: Brand Guideline
Eportfolio: 5 Post
Week 2 - 6 Sep 2022
The term "brand" derives from the Old Norse word brandr or "to burn". It
refers to the practice of branding life stock back in the Indus Valley
Civilization. Basically, people would use burning steel to burn their life
stock with a symbol that would symbolize the owner, so that no one would
steal the life stocks. There was also human branding, to slaves, and also
to prisoners.
Currently, branding is different, but it's still about taking ownership.
It can be for property, products company values, and more.
What is a brand? "A brand is a person's gut feeling about a product,
service, or company. While companies can't control this process, they can
influence it by communicating the qualities that make this product
different that that product." Branding doesn't have to be for a product,
it can be for a service, an organization, or even a person.
What is a brand identity? The gut feeling is a part of the identity, but
"visual identity" can help to manage the message or image or gut feeling.
It can help shape the brands' image.
What is branding? Branding is the process of giving a meaning to a
specific organization, company, product, or services, People can identify
and experience the brand through branding.
Branding can be achieved through:
- Brand definition (purpose, values, promise)
- Brand positioning statement (what your brand does, target audience, special benefits)
- Brand identity (name, tone of voice, logo, colour, typography)
- Advertising and communication
- Product design
- Sponsorships and partnerships
- In-store experiences
- Workspace experiences and management styles
- Customer service
- Pricing strategy
Benefits of branding are :
- Help stands our
- Makes it credible
- Customer loyalty
- Pricing - charge what you're worth
- Helps ideal clients
- Consistency
Week 3 - 13 Sep 2022
Logo
Short for "logotype", is a trademark made from a custom lettered-word.
The term caught on with people because it sounds cool, but what people
actually meant to refer to were trademarked.
Logotype
A logo centred around a company name or initials.
Logomark
A logo centred around a symbolic image or icon.
Combination mark
a mix of both words and symbols, also known as the signature.
Monogram is a motif made by overlapping or combining two or more letters
or other graphemes to form one symbol.
Heraldy
Is a broad term, encompassing the design, display, and study of armorial
bearings (known as armoury), together with the study of ceremony, rank,
and pedigree.
Instructions
Project 1
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 Target Market
3.3 Competition
4. Unique Selling Proposition (USP)
B) EXPANDED BRAND PROFILE
1. Description
1.1 Founder
1.2 Location
1.3 etc.
2. Benefits
3. Target Market/Audience
3.1 Geographic Segmentation
3.2 Demographic Segmentation
3.3 Psychographic Segmentation
3.4 Behavioral Segmentation
4. Competitive Differentiation
5. Pricing
6. Distribution
7. Brand's Positioning Statement
8. Brand's Voice
9. Brand's Communication Strategy
Research of Nestle
For Task 1, I will be in the same group as Emeline Chung Jia Xuan
& Kenisha Kweknoto. We choose our Brand Profile is Nestle and
our task is to analyse the brand profile of Nestle.
Figure 1.1 First Meeting
Google Doc
Figure 1.1 Brand Profile Progress as of Week 1
This is the presentation slides for the brand profile :
Google Slide
Figure 1.4 Presentation Slides as of Week 2
Feedback
Week 1
Start doing project 1 and consider 3 careers for the next project.
Week 2
Make sure to complete item 1 and be ready to submit it next week. In
addition to that, started mind mapping and visual research on the logo
design for Project 2.
Week 3
Make sure to submit all documents and slides to the google drive folder and
update the task 1 blog.
Reflection
It is very interesting to learn from this assignment. Before I started this research, how did I know Nestle was such a successful brand, and at the same time let me know how many competitors this brand had. Creating a brand is difficult because many factors must be considered, such as logo, purpose, competition, etc.
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