ACG709 Strategic Branding and Design Assignment

ACG709 Strategic Branding Design Assignment

ACG709 Strategic Branding and Design Assignment

Assignment 1: Research Project

Individual project: Students are to investigate a range of theoretical positions regarding the branding techniques understanding that branding is more than just a logo or slogan. Students are to source existing, innovative examples of branding strategies. Your research must include 1 X product branding, 1 X corporate branding and 1 X place branding. Please watch the presentation for Week 2 to understand the difference.

There are two parts to this brief.

Part One: 3 Branding Techniques

  • Students to research 3 branding techniques. You are required to define and explain them in detail including authors and debates surrounding the approaches. References must be drawn from books and journals. Minimum 200 words per category.

Choose from brand personality, brand image, content marketing strategy, marketing mix, integrated marketing communication, brand architecture, brand assets, brand narrative and target market.

Part Two: 5 Existing Branding Strategies

  • Student to research 3 branding strategies (1 X product branding, 1 X corporate branding and 1 X place branding) and their extensive applications in their roll out. References must be drawn from journals, social media and Internet. Students to seek innovative approaches to branding. Identify 10 touch points and specify the target market and/or stakeholders for each touch point. Within this review of the three branding examples you are required to refer to and use the language associated with the branding techniques listed above.

Students to present this research in a structured document and include visual examples, quotes and an extensive reference list per example. Documents are to be completed without error (20% of mark). Please save your file: Your_name ACG709_A1_Research.pdf for upload.

Assessment Criteria

Research

  • Product branding example with identified stakeholders and touch points. Refer to aspects of branding techniques when reviewing branding examples.
  • Corporate branding example with identified stakeholders and touch points. Refer to aspects of branding techniques when reviewing branding examples.
  • Place branding example with identified stakeholders and touch points. Refer to aspects of branding techniques when reviewing branding examples.

Document:All details referenced. Visual examples included. Strong, coherent structure to document.