Branding Strategies - Project 1B

Ashila Putri Sandi (0332938)

Branding Strategies

Project 1B: Situation Analysis

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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

You are to propose a cause/campaign/event you would like to brand and conduct an in depth study of the subject. Analyse the subject and its market looking at SWOT (strengths, weaknesses, opportunities and threats).

In addition, you are to determine the personality and message the brand wants to communicate. What does the brand want its market to perceive? What are its brand goals and as such what brand objective must it set to achieve these goals? Please identify the target audience, analyse their lifestyle and determine how your brand will resonate with them and support your study with a 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

Presentation with a compilation of creative infographic, mind map, photos, etc followed by 15 minutes open discussion/feedback/evaluation.

Objective

To learn how to conduct research and analyze/study a subject to plan an effective proposal.

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Presentation

Week 3

Week 4

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FEEDBACK

Week 3

Background Problem: This page is very condensed with information and points. Firstly, please divide them into paragraphs by separating them into the order of relevancy and importance. Secondly, state what you are doing a SWOT on. Is it a SWOT on a smile awareness campaign? Or just one on smiling in general? Can it be a combination of both provided this premise is established in your introduction to make it clear in your situation analysis what you are analyzing both for yourself and the reader? If you are able to relook at your introduction, you may be able to expand your SWOT more. So far points are valid and each can stand on its own, but seen together, they lack coherency and strength as they are a little out of focus.

Your brand name is UsmileIsmile. I think your tone of voice in your background problem introduction has tended to the negative. You would state the problem in a  negative way emphasizing the lack of motivation due to not wanting to be perceived wrongly. In light of this, your brand name is merely reaffirming the conviction that you need to wait for another to do it first before reincorporating in the same. YOU SMILE, then I SMILE. Should you not be saying I SMILE, YOU SMILE? To encourage people to be aware of letting go of their perception and reservations? So, your angle when stating the problem can be reversed (more positive) and as such the rearrangement of your introduction can be done with more success? After all, this is a SMILE campaign! Do more research specific to smiling and to forming SWOT.

Week 4
Do more research about the chosen targeted audience and reword the behaviouristic of millennials. Add some more explanations relating to the background problems relating to the targeted audience. Hence, it would help the campaign/awareness to be more synchronized.

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REFLECTION

Experience
This assignment was quite hard for me because there were lots of research needed and I couldn't be able to digest all the information and make a good sentence for my background problem especially the strong reason behind the chosen campaign that I wanted to make. Moreover, it was kind of hard making the SWOT for my brand/campaign and there was no established campaign focusing on
"smile" before. Thus, I first came up with a weak SWOT and I needed to do more research and reword my SWOT. Moreover, I was not clear enough about my targeted audience and I needed to make some changes and did a further research. Overall, I learned a lot from this assignment, it was challenging.

Observation
I observed that doing something you are familiar with is easier than doing/creating something new. However, I need to try to do something new and get out of my comfort zone. Moreover, I found it really intimidating when I had to present my findings/presentation in a group discussion. Although it helped me to develop from everyone's feedback.

Findings
We need a full understanding when it comes to creating a strategy for something. In this case, we were tasked to do a branding strategy for our own campaign, event, or cause. Although I encountered some obstacles, I realized that the more we read, or the wider our material of study, the more different point of view we get. Thus, I found that it's really important to have analyzing skills for this matter.