Assessment Brief
Advertising & Digital Media Faculty
BRAND EXPERIENCE
BEX
Level 200
BRAND EXPERIENCE
Assessment 2
Brand Elements – Case Study
Due: Week 4
Weighting: 25%
Learning Outcomes:
a. Investigate and analyse the real and intangible essences (touch-points) that constitute a contemporary brand
b. Review and evaluate the value, meaning and sustainability generated by a range of contemporary Brands
Description:
To begin your exploration into brand experience, it is important to learn from others.
Therefore, your first assignment is about analysing the brand essence and elements of a best practice brand of your choice. Recommend you choose brands that have a lot of public information available on their brand strategy.
You should include:
1. Brand overview – Overview of the history of the brand and products offered, history of the brand name and brand worth. Discuss why the brand has succeeded and has staying power/will continue to succeed?
2. Brand essence – using tools from class (the branding 4Ps and brand essence wheel) to identify the brands reason for existence.
3. Brand assets – analyse all the brand elements (colours, typography, style, name, symbols, logo form etc). Discuss any meanings tied to these elements and how they work together to communicate the brand essence to the consumer.
4. Creative execution – analyse 2 examples of how the brand essence and assets have been translated into communications and consumer experiences. Examples can be sourced from advertising campaigns, website and digital activity, in-store or event activity.
5. Moving forward – identify 3 problems you think the brand needs to address based on your analysis and identify 5 gaps/opportunities you think the brand needs to address based on market trends. Trends could be fashion and sustainability, changing consumer tastes, changing technology expectations etc.
6. Presentation – summarise your report into 5 slides (1 for each area), post to the class Padlet page and be prepared to discuss for 5minutes in our week 5 class.
Details:
1. Individual assignment
2. This assignment is part one of a two-part assessment
3. Report should be limited to 1,000 words (+/- 10%), Presentation no more than 5 slides + header page
4. Report should include an executive summary and conclusion
5. Show examples of brand assets, images and creative
6. Final reports to be uploaded to Moodle, must be in PDF format, by 11.59pm Sunday.
7. Final presentations to be uploaded to Padlet by 11.59pm Sunday.
Marking Criteria & Rubrics:
Criterion 1: Depth of research and analysis – 5%
Fail: • Poorly researched, unreliable resources and limited analysis
Pass: • Some analysis evident and evidence of research. Use of unreliable or nonacademic resources only.
Credit: • Good analysis, links to reputable research and reputable resources
Distinction: • Very good analysis, links to reputable research and 10+ resources
High Distinction • Excellent analysis, links to reputable research and 10+ resources
Criterion 2: Brand overview – 10%
Fail: • Only addresses a few of the areas briefed, off brief or missing
Pass: • Addresses most areas briefed, shows some insight
Credit: • Addresses all areas and shows depth of analysis to a good level
Distinction: • Addresses all areas to a very good level and shows depth of analysis to a very good level
High Distinction • Addresses all areas to an excellent level and shows depth of analysis to an excellent level
Criterion 3: Brand essence – 25%
Fail: • Only addresses as few of the elements briefed, off brief or missing
Pass: • Addresses most elements briefed, shows some insight
Credit: • Addresses all elements briefed, shows insight and some tools used from class
Distinction: • Addresses all elements briefed to a very good level, shows insight and uses tools used in class to a very good level
High Distinction • Addresses all elements briefed to an excellent level, shows insight and uses tools used in class to an excellent level
Criterion 4: Brand assets – 20%
Fail: • Limited review of assets and discussion on how they build a complete story behind the brand
Pass: • Covers most asset areas and the symbolism behind them to build a unique brand story
Credit: • Covers all asset areas, discusses how they relate to each other and the symbolism behind them to build a unique brand story
Distinction: • Shows a very good understanding of the assets, how they relate to each other and the symbolism behind them to build a unique brand story
High Distinction • Shows in-depth understanding of the assets, how they relate to each other and the symbolism behind them to build a unique brand story
Criterion 5: Creative execution – 17%
Fail: • Poor understanding or explanation of brand. Examples are dated or missing.
Pass: • Demonstrates some understanding of the brand essence, story-telling and how it is translated to a campaign. Examples may be dated or analysed to a basic level only.
Credit: • Demonstrates a good understanding of the brand essence, story-telling and symbols. Good examples that show how these brand characteristics translate into a campaign. Examples are current.
Distinction: • Demonstrates a very good understanding of the brand essence, story-telling and symbols. Very good examples that show how these brand characteristics
translate into a campaign. Examples are engaging, current and best practice. Talk to or basic overview of any past campaigns or moments for the brand that has influenced its evolution.
High Distinction • Demonstrates an excellent understanding of the brand essence, story-telling and symbols. Excellent examples that show how these brand characteristics translate into a campaign. Examples are engaging, current and best practice. Additional example included if relevant to show how the brand has evolved to current position e.g. past brand essence or historical moment for the brand.
Criterion 6: Moving forward – 8%
Fail: • Very basic brand challenges overview, missing areas and generic commentary
Pass: • Shows a basic understanding of the brand challenges and discusses at a very high level generic challenges it should take into account
Credit: • Shows a basic understanding of the brand challenges and how it can take advantage of the market to move forward
Distinction: • Demonstrates a very good understanding of the brand challenges and how it can take advantage of the market to move forward
High Distinction • Demonstrates excellent understanding of the brands challenges and how it can take advantage of the market to move forward
Criterion 7: Presentation - 10%
Fail: • Over time, poorly presented, poorly formatted or other issues
Pass: • Presented to time and in basic presentation format with notes
Credit: • Semi-professional delivery, on time and in presentation format
Distinction: • Professional, few notes, engaging, targeted to audience, on time and in presentation format
High Distinction • Professional presentation delivery, presentation format is professional, without notes, engaging, targeted to audience and on time.
Criterion 8: Report format, spelling, grammar and visual presentation – 5%
Fail: • Missing, poorly written and presented
Pass: • Some errors and other issues
Credit: • Good, some errors, within guidelines and at a 200 level
Distinction: • Very good, within guidelines and at a 200 level
High Distinction • Excellent, within guidelines and at a 200 level