DS0103: Design Studio 2 - Fundamental Theories of Brand Development - Design Studio Assignment Help

Assignment Task:

Learning Outcomes 
a) Be able to explain the fundamental theories of brand development 
b) Have understood and demonstrated brand-management strategies for commercial environment design 
c) Have understood and summarized the role of the consumer in the brand-building process 

Context: (DS0103)
In this subject, you will be introduced to the fundamental principles and elements of creating and developing brands. This assessment will give you the skills and methods to research and explore how successful brands have been created, both in theory and practice. In-depth research into cases of successful branding will equip you in building your own brand identity and experiences in assessments two and three. 
"The truth is that people like brands. They not only simplify choices and guarantee the quality, but they also add fun and interest, provide aspirations and dreams." -Bill Bernbach, Founder, DDB (Mootee, Idris, 2013, 60 Minute Brand Strategist, John Wiley & Sons Inc. New Jersey) 

Instructions: 
You are to research one of your favorite brands. The brand you choose to look at in-depth should be one that addresses a personal aspiration or dream and that you find extremely engaging. It may be a brand of product, service, celebrity, politics, country, city, event or charity. It must be a globally successful brand for which you can find plenty of information. 
During workshops, you will learn to identify the key elements that contribute to the success of a brand and the development of its brand identity. In researching the success of your chosen brand you will use these elements to describe your personal experience of the brand as well as the branding strategies which have been employed to engage audiences like you. 
Your research should be structured using the headings outlined below and which will be explained fully in blackboard presentations. 
Details of the Research Report you will submit to the blackboard for assessment: 
Use the following headings and research elements to structure your research: 
1. Brand Name and Identity -What is the name of the brand? What is it known for? Is it a brand (e.g. apple) or a sub-brand (e.g. iPad). Summarise the brand identity in one sentence and show images of the logo, logotype or word marks as applied to a variety of communications you have experienced in the branding. 
2. Brand Story - What is Brand's history? How did it come into being? What factors contributed to its birth? 
3. Brand Audience - Who is the target market or audience for the brand. Has this changed over time? 
4. Brand Competitors - Who are the brand's main competitors. 
5. Brand Positioning - Where does the Brand sit within the marketplace? What is their position in terms of competitive products and market segments? 
6. Brand Culture & Values- Describe the culture and core values associated with the brand. What makes it different from its competitors? 
7. Brand Personality - If the brand was a person, how would you describe its personality and the tone of its communication with its audiences? 
8. Brand Promise - What does the brand promise to deliver in just a few words? 
9. Brand Experience - How did you first become aware of the Brand? Explain the experiences (emotional, physical, intellectual) you have personally had with the brand. 
10. Issues Affecting the Brand Strategy - Are there any social, cultural, environmental or other issues affecting the future of the brand? 
The report should be 750 words in length with accompanying visual images to fully describe and explain elements of your brand and your engagement with it. Employ aspects of the Brand's visual identity and style to create a visually engaging report that suits the brand you are researching, using relevant images, typography, color, and other graphic devices. Reference the Case Study Model to support your process and the Suggested Resources to support your choice of Brand. 

Use at least 6 different sources of information including the web, books and other media. Reference all sources of information and images using the APA Referencing Guide shown in the Academic Writing Guide Assessment will be based on the criteria outlined on the marking matrix attached 

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