Brand Research Assignment

Branding Research Assignment: Take some time to research and find out as much as you possibly can about your assigned brand - - what is the brand’s history, what products do they sell, what is their place within the market, who are their competitors, what do they do to differentiate themselves, what are their core values, how do they market their products and speak to potential customers, etc. After you’ve concluded your research, use the information you’ve gathered to determine what your company’s brand position is as well as what their brand story is. Then, make recommendations for your brand to increase awareness and loyalty among all consumers.

 Step 1: Research Your Brand

●     What is your company’s logo (What’s the story behind the creation of the logo?)

●     Does your brand have a slogan or trade character?

●     What is the history of your brand? (When/how was it founded? Who are the key players? What are the important events in the timeline of the company?)

●     What are the core values of the brand?

●     What is the perceived value of your brand? (How do consumers perceive your brand and react to it? How do they feel about the quality of your brand? What is your brand’s “social status”?)

●     What products/product range does your company offer (Be specific)

●     What industry/industries does your company operate in?

●     What % of market share does your brand represent?

●     Describe the target market/customer profile in detail.

●     What is your company doing in terms of current marketing efforts? (TV, radio, contests, holiday ads, celeb endorsements, sponsorships, etc.)

●     Which social media channel(s) does your brand use? How many followers do they have on each? What type of content are they providing?

Step 2: Determine the Brand Position & Brand Story

●     Using all of the research you gathered, determine the brand position and brand story for your company

○     Brand Position = How your company differentiates itself from competitors.

○     Brand Story = A cohesive narrative that encompasses the facts/feelings created by a brand, which inspires an emotional reaction in consumers.

 Step 3: Make Recommendations for Brand Awareness & Brand Loyalty

●     Assume your assigned company has hired you as a branding consultant. They’d like you to make recommendations as to how they can increase their brand awareness among all consumers and generate brand loyalty.

○     Brand Awareness = How familiar customers are with your brand.

○     Brand Loyalty = Repeat business

Step 4: Google Slides Presentation

●     Use this Google Slides template to compile all of your information and recommendations.

●     Follow the guidelines on each slide, which detail the information that should be included. (You’re welcome to add slides and information, but you may not delete any requirements.)

●     Certain slides also require that you add images and links - - please be sure to carefully read the requirements on each slide.

●     You are welcome to change the slideshow layout/colors and put your own creative spin on this assignment (add music, additional video links, animations, transitions, etc.)

●     You will submit your Google Slides presentation on Classroom when you are finished. This is the ONLY file that should be submitted for grading.

You have 3 classes to work on this: when done hand it in via Dropbox on Thursday