CREATIVE BRAND STRATEGY TASK 1A & 1B

CREATIVE BRAND STRATEGY - TASK 1A & 1B

Ke Bo ZHI / 0362533

Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media

Task 1A & 1B: Case Study & Campaign Proposal

INSTRUCTION

LECTURES

Week 1 Introduce

Task 1 A：

In the first class, Ms.Lilian introduced us to the content of the semester. This semester our work is more analytical and reporting. The first task requires us to understand the meaning of rebranding and conduct an analysis of a rebranded brand.

I chose Burger King, the world's largest fast-food brand, as the target of my rebranding analysis. When researching this brand, I learned that it is a brand with a long history, which has undergone several rebrands from small restaurants to the most popular fast-food brands in the world. In its latest rebranding, Burger King returned the logo to its original look, with some font and color changes.

Task 1A:

Task 1B（1） ：

In this task we need to choose a snack to rebrand. So， I chose a relatively popular and un rebranded brand (Orion).

Rebranding analysis

Task 1B（2）：

After completing the analysis of the brand, we need to simulate a rebranding process and make a series of activity plans. When we think about touch points， we need to think about what a good proposition and how the client is exposed to it, and that requires a lot of focused thinking.

Final vision

FEEDBACK

WEEK 2

Task 1A:

In the analysis, pay attention to the purpose of the analysis, and focus on the brand remake rather than the brand itself. Missing a source of brand experience

Task 1B:

Well worded campaign proposal. However, there is still room for improvement in the considering of targeted audience in its various segmentations. Did not complete required touch points plotted into customer journey map (missing promotional video). Do credit your sources.

WEEK 3

Change some touchpoints and refine the idea of each touchpoint, such as how the customer will be exposed to the solution and add some touchpoints as you refine the process. Missing the promotional video and the packaging.

REFLECTION

Experience

Task 1 of this semester is very simple for me. I learned a lot of knowledge when I completed the analysis of brand rebranding. I also learned the use and method of brand rebranding. A good brand needs to constantly change to cater to the psychology of consumers and the update of the consumer market. 

Observations

Task 1B I chose a fruit jelly from Orion, because this brand and product have existed and sold for a long time, but the packaging of this food has not changed and updated for a long time but has been labeled with inappropriate labels. Therefore, I think this product needs to be rebranded in order to regain customers' love for the product.

Findings

In my analysis of rebranding, I learned that not all rebranding can be reversed properly. A successful rebranding can save a brand, but a failed rebranding will cause customers to lose confidence in the brand and the brand will be unable to continue and go bankrupt.