CREATIVE BRAND STRATEGY - TASK 1

30.08.2023 - 19.09.2023 (Week 1 - Week 4)
Christie Angelica Bakhary (0350655)
Bachelor of Design (Hons) in Creative Media / Creative Brand Strategy
Task 1

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INSTRUCTIONS

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LECTURES

Week 1: Introduction

Week 2: The Branding Process

Branding 

Is not simply about creating a logo, strapline and graphic, it encompasses the perception of it and its reputation as well as its tangible ‘look and feel’. Additionally it needs a dynamic and adaptable personality to be able to evolve as markets change and audience segment. 

Basic Brand Development Process

Formulating a Brand Strategy

To determine the direction for the brand

Creative Execution

To feed the brand development stage, creating a look and feel for the brand.

Creative Implementation

Brand execution will take on various forms and be visible through various platforms.

Communicating the brand

Cover both the employee and external communication executions for the brand. 

Brand Experience

To engage people with the brand at a level that captures the audience's senses and it brings together both the tangible and intangible elements of a brand through various of touchpoints

Week 4: Touch Points

Brand Touchpoints

Interactions and exposures that a consumer can have with a brand

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TASKS

TASK 1A - CASE STUDY

TASK 1B - CAMPAIGN PROPOSAL

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FEEDBACKS

Week 2

It is better to do the “romantic city of Asia” concept rather than the Lantern Festival concept (highlighting the event but not focusing on the event). Try to focus more on the concept of Hoi An that can actually be visualized.

Week 3 

Look at brand values; it should reflect the campaign, not the city’s characteristics. For brand experience, while examples tie in with the promotion of city, it does not reflect much usage of creative strategies (advertising both online and offline, through its socials, through its website, etc.) Good look at key visuals. Could analyse the use of visuals as well. Plenty of examples are provided to how it is utilised. Perhaps a direct ink from key visuals elements to its application may improve presentation further. Slight plagiarism taken from sources (analysis on components of logo design). There are plenty of resources for other forms of applications such as social media unexplored.

REFLECTIONS

Experience

Observations

Findings