PART 1 –
- Brand Audit– Background research on the brand (1.history; 2.position/function; 3. competitors offering similar services; 4.target consumer).
- Business economic conditions (long-term health for your brand, SWOT and/or PESTLE is necessary).
- Brand Identity qualities and its emotional resonance & perceived image.
- Customer Impression of the brand
- Current advertising campaign/strategy– provide pictures/figures (this should include some consideration of the relationship with other forms of communication. )
- Brand Map (show similar competitors)
- NB: must support the reflections & analysis with appropriate theory.
PART 2 – (SHORT EXPLANATION, 50-100 words at each point)
- Create a new campaign (big idea) – what is the message want to convey to the target audience) (mock up design is welcome!)
- Reasons to advertise
- Why the audience would believe this (support)
- What do we want the audience to feel/do with the new campaign (audience responds)
- Channels to advertise for the target audience
- How do we know if the idea has worked
- Mandatories
PART 3-
- Media & Budget plan (a budget table for the advertising channels suggested above)
**Please don’t choose Coca-Cola**
Brand suggestions : Airbnb, Uber, H&M, L’Oreal, Heineken/Carlsberg, KFC, Instinct/Stella&Chewy’s/Ziwi/Go! (Pet food brands)
— a brand that have room to improve is better!