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ASSESSMENT BRIEF
Subject Code and Title	DS0103 Design Studio 2
Assessment 2	Brand Expression and logo or symbol of Identity
Individual/Group	Individual
Length	Brand Expression presentation
Learning Outcomes	a) Can explain the fundamental theories of brand development and position b) Competently utilize specified design software to digitize brand position and touch points c) Can apply brand theories to develop an emotional brand experience d) Have understood and summarized the role of the consumer in the brand building process.
Submission	For face to face classes, this assessment is due in class on Week 8 (Module 4.2). For online classes, this assessment task is due by 11:55 pm Sunday of Week 8 (Module 4.2).
Weighting	30%
Total Marks	100 marks

Context:

Branding has become one of the most important aspects of business strategy. It is also one of the most misunderstood. Branding is sometimes considered to be merely an advertising function. And many business managers hold the view that branding is a secondary task that can be isolated from the primary business. This assessment task explores an alternative

perspective:

• Branding is a strategic point of view, not a select set of activities.

• Branding is central to creating customer value, not just images.

• Branding is an essential tool for creating and maintain competitive advantage.

• Brands are cultures that circulate in society as popular stories.

• Effective brand expression must address the four distinct pillars of brand value

• (Reputation, Relationship, Experiential and Symbolic)

• Brand expressions must be strategically engineered into the marketing mix

Instructions:

For this assessment, you will develop a brand expression presentation for a new brand

representing one of the following categories: product, service, retail, political, country, city, event or charity. Included in your presentation will be a proposed logo or symbol that

reflects the unique personality of your new brand.

Brand Expression presentation:

Define your brand expression, using the elements of brand development as outlined below. Your presentation will profile your brand's personality, brand culture and style, brand values and attributes, identify emotional brand experiences, purpose and beliefs and present these in the form of a presentation supported by image and graphic elements.

Logo or Symbol of Identity:

Create a logo or symbol from the following options that reflect the unique personality of your new brand:

• a logo or symbol that creates the perception your brandis one of value and meaningful

• a piece of jewellery or clothing (e.g. a bracelet or hat or pair of shoes etc.) or

• a piece of home ware (e.g. a vase, lamp, chair etc.)

Using the elements of brand development your brand expression presentation is to include the following:

1. Brand Identity Statement – summarise your brand identity in one paragraph and include an image of your logo or symbol

2. Brand Story – develop a brand story, remember your story isn’t just what you tell people it’s also what they believe about you based on the signals your brandsends. Your brand story is a complete picture made up of facts, feelings and interpretations, which means that part of your story isn’t eventold by you

3. Brand Positioning – brand positioning is the place in the audience mind that you want your brand to own. It is the benefit you want your audience to perceive when they think of your brand. A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the audience

4. Brand Loyalty and Audience – emotion can be a powerful tool in branding, if you knowhow to use it. Using emotion to connect with your audience is a great way to build a relationship that can lead to brand loyalty.

5. Brand Competitors – whom would you most like to be compared to? Who are your heroes?

6. Brand Culture & Values – describe the brandscore values (Reputation, Relationship,

Experiential and Symbolic) and culture associated with your proposed brand. What are its strengths and what makes your brand unique?

7. Brand Personality – describe your brands personality and tone of voice. How do you want the brand to be perceived?

8. Brand Promise – what do you hope to achieve with your brand? What difference would you like to make or be remembered for?

9. Brand Experience – Describe the emotions and responses you would like others to have

when engaging with your brand? Meaning, effective brand experiences are designed to

create specific, valuable interactions between brands and/or products and services and the people that matter most to them. Done well, these interactions result in deeper emotional connections and greater brand awareness. Done poorly, they can have the opposite effect.

10. Brand Issues – Are there any social, cultural, environmental or other issues that might affect your brand’sfocus?

Submission Instructions:

For face to face classes, this assessment is due in class on Week 8 (Module 4.2).

For online classes, this assessment task is due by 11:55 pm Sunday of Week 8 (Module 4.2).