Branding Strategies : Project 1B

04/09/17 - 18/09/17 (Week 2 - Week 4)
Agustin Wijaya (0327453)
Branding Strategies
Project 1B : Situation Analysis



Instructions

Project 1B: 20%

The Brief

Situation Analysis

Duration of Assignment

Week 1 – 4

Deadline

Week 3: SWOT

Week 4: Brand goals, Brand objectives & Target audience

Description

The students will be given the scopes of research title to study the city – Kuala Lumpur.

Week 3: SWOT

Analyze the city and its market –  a look at the city’s strengths, weaknesses, opportunities and threats

Week 4: Brand goals, Brand objectives & Target audience

Determine the personality and message the city wants to communicate. What does the city want its market to perceive? Please identify the target audience, analyse their lifestyle and determine how your brand will fit into them (supported with customer journey map).

Brand goals are valuable business targets for a brand.

Brand objectives are targets that bring you closer to your goals but don't necessarily have value of their own.

Brand goals are things such as brand awareness that increase brand entity.

Brand objectives are steps towards goals such as launching an advertising campaign.

Finding a niche you can fill: Researching your market

Requirements / Submission

15 minutes open discussion with a compilation of creative info graphic, mind map, photos, etc

Objective

To learn how to conduct a research and analyse a case study to plan an effective proposal

Assessment Criteria

Marking Criteria & % Distribution	(%)	LO1	LO2	LO3	LO4	LO5
Project 1B: Situation Analysis
Presentation: The core subjects are comprehensively and clearly presented. The contents are memorable and have strong staying power.	10	✓		✓	✓
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.	10	✓		✓	✓
Total	20

I did SWOT analysis on the second week and continue the slides with the brand goals, brand objectives and the target audience on the following week. In the end of the project, I compiled the SWOT, brand goals, brand objectives & target audience into one powerpoint slide.

Submission