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Creative Brand Strategy | Project 1: Case Study & Campaign Proposal

25.04.2025 - xx.05.2025 / Week 1 - Week x
Khu Ying Ying / 0357306
Creative Brand Strategy / MKT62504 / Bachelor of Design (Honours) in Creative Media
Project 1: Case Study & Campaign Proposal

TABLE OF CONTENTS

    Week 1 (25/04/2025)  Title


    Week 2 (02/05/2025)  Title

    Week 3 (09/05/2025)  Title


LECTURES

Week 1 (25/04/2025)

Title

Notes

Week 2 (02/05/2025)

Branding Process

Branding Experience:
  • A lasting impression created by a brand through the collective emotions, interactions, sensations, and thoughts of individuals/groups, influencing their feelings and behaviour.
  • A good brand experience builds positive associations, boosts recognition, and shows shared values.
  • It shapes perception, influences purchases, and affects brand reputation.
Figure L2.1: Branding Experience, Week 2 (02/05/2025)

Elements of a Good Brand Experience:
  • Direct Marketing
    • Shapes brand perception by influencing how people view your brand through website design, ads, and consistent, emotion-driven visuals.
    • Website design offers ease and attractiveness; ads highlight core values and personality, creating a positive emotional impact.
  • Indirect Marketing
    • Engaged employees act as brand ambassadors, enhancing brand perception.
    • Online presence impacts first impressions and overall brand experience through social media and website interactions.
  • Personalisation
    • Personalising experiences makes customers feel valued and appreciated.
    • Using customer data and social media insights builds stronger connections and improves brand experience.
  • Playing on the Sense
    • Sensory appeal enhances experience by engaging sight, sound, touch, smell, and taste to create memorable emotional connections.
    • Using sensory elements in branding and communication boosts positive brand experiences.
  • Participation
    • Engaging customers through interaction makes them feel valued and connected.
    • Offering product trials, feedback opportunities, and online engagement fosters involvement and connection.

Creative Process Overview:
Figure L2.3: Strategy by Mr Fauzi, Week 2 (02/05/2025)

Figure L2.3: Creative Process Loop by Mr Fauzi, Week 2 (02/05/2025)

Week 3 (09/05/2025)

Situation Analysis

The SWOT Analysis:
  • A framework for evaluating internal and external factors to understand market position and identify opportunities or risks for growth.
Figure L3.1: The SWOT Analysis, Week 3 (09/05/2025)

Examples of SWOT:
  • S (Strength)
    • Internal factors that give you an advantage over competitors. 
    • e.g. Brand reputation, strong distribution network.
  • W (Weakness)
    • Internal weaknesses that drain your performance, you can take action on them right away. 
    • e.g. Limited product range, weak online presence.
  • O (Opportunities)
    • External factors that present growth potential.
    • e.g. Emerging markets, changing customer needs.
  • T (Threats)
    • External factors that could negatively impact your business, you can't control them, but you can prepare for them. 
    • e.g. New regulations, economic downturn, competitor innovations.

When to Use SWOT Analysis in Your Business:
  • Developing a new strategy 
    • Align strengths and opportunities; address weaknesses and threats.
  • Launching a product/service 
    • Check market readiness and identify potential challenges.
  • Entering a new market 
    • Assess competition & market conditions.
  • Evaluating competition 
    • Understand your position vs competitors.
  • Responding to industry changes 
    • Adapt to regulations, economy, tech shifts.

Week 4 (16/05/2025)

Brand Positioning

Brand Positioning:
  • Defines and communicates a company’s unique value to create a distinct place in the minds of its target audience.
  • Sets the brand apart by highlighting its personality, benefits, and values, fostering emotional connections that build customer loyalty.
Figure L4.1: Brand Positioning, Week 4 (16/05/2025)

Steps to Develop Effective Brand Positioning:
  1. Analyse consumer needs, your brand’s capabilities, and competitors’ positioning.
  2. Choose a positioning statement that resonates with consumers, fits your capabilities, and differs from competitors.
  3. Consistently reflect this positioning in all brand elements and communications.

INSTRUCTIONS

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PROJECT 1A: CASE STUDY

Week 2 (02/05/2025)

Requirements:
  1. You are to analyse a well-established Rebranding Campaign of your choosing. 
  2. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Brand Positioning. 
  3. Understanding its brand experience: features and activities. 
  4. Reviewing its key visuals and the applications: identity and usage from different platforms.

Submissions:

Progress:

Title

Notes


PROJECT 1B: CAMPAIGN PROPOSAL

Week 3 (09/05/2025)

Requirements:
  1. Notes

Progress:

Title

Notes

FEEDBACKS

Week 3 (09/02/2025)

Specific Feedback: Notes

General Feedback: Notes

REFLECTIONS

Experience
Notes
Observation
Notes
Findings
Notes

QUICK LINKS

Projects
Project 2: Ideation & Design Direction
Project 3: Campaign Branding

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