Branding Strategies : Project 1A

28/08/17 - 04/09/17 (Week 1 - Week 2)
Agustin Wijaya (0327453)
Branding Strategies
Project 1A : Presentation

Instructions

Project 1A: 10%

The Brief

Presentation

Duration of Assignment

Week 1 – 2

Deadline

Week 2

Description

The presentation must be easy to understand, clean, clear and concise.

Presentation will be organised individually.

City Branding, Brand Identity & Brand Experience

Please research and analyze a well-established city branding as case study. Identify the brand strategy supported with its brand identity (Naming, logo, slogan, brand story, brand message, big idea, city promotional videos, website, applications, etc.). Please explain its brand experience with customer journey map.

Customer journey map is a diagram or several diagrams that depict the stages customers go through when interacting with a company, from buying products online to accessing customer service on the phone to airing grievances on social media.

Building a brand identity is a multi-disciplinary, strategic effort; every element needs to support the overall message and business goals.

Requirements / Submission

15 minutes presentation with a compilation of research results & case studies

The Brief

The understanding of brand strategy, brand identity & brand experience

Assessment Criteria

Marking Criteria & % Distribution	(%)	LO1	LO2	LO3	LO4	LO5
Project 1A: Presentation
Presentation: The core subjects are comprehensively and clearly presented. The contents are memorable and have strong staying power.	5	✓		✓	✓
Research & Analysis: The ability to research and analyse a case study to plan an effective presentation. The ability to justify choices, utilize images, charts, timelines, diagrams, pie-charts, research, etc.	5	✓		✓	✓
Total	10

I chose the city branding of City of Melbourne (CoM) as I did research and compile it in form of powerpoint slides.

Submissions