Week 7 Assignment: Final Project Part 2

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This week you will develop Part 2 of your final project: Writing the brand positioning statement for your brand and developing naming.


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MRKT3002 – Brand Design Final Project Instructions The Final Project will result in a BRAND BOOK submitted in Week 11, though you’ll be working on this project from Week 2 to Week 11. Following are detailed instructions. Follow them to assure success in completing the Final Project. If you have questions along the way, be sure to post them on the course’s “Questions?” board. That way others who were wondering about the same thing, but didn’t ask, will also benefit. Pages 200-201 of the Designing Brand Identity textbook offers a brief description of Brand Books. Included is an excerpt from the Sesame Street Brand Book. You should review this information and also Google the term “brand book.” You’ll find a number of examples of brand books, templates to create them, and even companies that are paid to create brand books. One site with a lot of good information is: https://blog.flipsnack.com/how-to-create-a-brand-bookguide-and-examples/ Note that the site also includes sample brand books for Apple, Starbucks, and Skype. Here’s a brand book for Santa himself! http://www.quietroom.co.uk/santa_brandbook/document.pdf They’ve even been hypothetically created for lemonade stands, so you should try to have some fun with this project. Your task is to ultimately create a brand book for a common household product of your choosing, but you’ll have to come up with a different-than-typical use for the product, and think about a different-from-the-original target for the product. For example, say I pick “cupcake liners” as my household product. (They’re the papers that you put in the pans before adding the cake mix and baking cupcakes.) My “different-than-typical” use for the product is as an “automobile cup holder protector.” So I would be taking the basic paper cupcake liner and maybe decide to make it in black, grey, and beige – colors that are typical to car interiors. Then I would probably want to create some other packaging for the cupcake liners – packaging that shows the liners in their new use as cup holder protectors. (You could imagine the packaging showing grimy cup holders that never seem clean, and this great solution!) I’d then decide on a new target audience for the product with its new use. I might target young men who spend a lot of time and money keeping their cars clean (not the typical target for cupcake liners). Maybe I would choose to sell these products at the check-out counter of car washes, or at auto supply stores. So clearly, the brand book for cupcake liners that are used for cupcakes would be VERY different from the brand book for “cup holder protectors.” Make sense? If not, ASK QUESTIONS! College of Online Education Johnson & Wales University JWU1001 Week 2 (no submission) Please read through ALL the instructions for the final project, check out the web links provided, and start to think of a few household items that would meet the criteria for this project. (Don’t pick cupcake liners!) Next week you’ll have to identify some products that you would like to consider for your final project. Week 3 (submit as journal entry – will be graded as complete/incomplete) Please identify at least three products that you would like to consider for your final project. Enter them as a journal entry. For each product, including the product name and just a few sentences about why you would like to consider this product for your final project. Week 4 (submit as journal entry – will be graded as complete/incomplete) Considering feedback from the instructor to last week’s journal submission, narrow your product considerations and further develop your assessment of just TWO of the household products you identified last week. For the two products, talk about potential not-typical uses and corresponding not-typical target audiences. Week 5 (submit as journal entry – will be graded as complete/incomplete) Considering feedback from the instructor to last week’s journal submission, narrow your product considerations and further develop your assessment of just ONE of the household products on the list you narrowed down last week. Your final project will be based on this product! Include a brief review of some competitive products that consumers may use to solve the problem that your non-typical-use of the product will solve. Week 6 (submit as assignment – will be graded out of 100 points) Develop Part 1 of your final project: Write a brief research plan to brand your household product for a unique use. Refer to pages 124-125 of the textbook. Select any three topics under Qualitative Research, any three topics under Quantitative Research, and all three topics under Secondary Research. In a few lines for each topic, tell how you would use this research to better understand the customer and the market for your product, its new use, and its new target. Your responses should demonstrate an understanding of each of the nine topics you’ll be addressing. Total submission should be no less than three FULL pages and no more than five pages. Week 7 (submit as assignment – will be graded out of 100 points) Develop Part 2 of your final project: Write the brand positioning statement for your brand and develop naming. Positioning is addressed on pages 140-141 of the textbook, and naming is addressed on pages 144-145 of the textbook. Your responses should demonstrate an understanding of brand positioning and how it’s used. For the naming part of the assignment, show five names you considered and tell why each might or might not work for your product, its not-typical use, and its not typical target. Say which name you think will work best for this product and why. College of Online Education Johnson & Wales University JWU1001 Week 8 (submit as assignment – will be graded out of 100 points) Develop Part 3 of your final project: Identify the basic brand elements that would be important to a brand identity system for your brand, including type, logo (also address colors here), slogan, jingle, and at least three other brand elements. Write a paragraph or two explaining your rationale for each. Include attachments with any design elements (logo, type, etc.). No need for any extreme graphic design work (unless you have such skills). Hand drawn items photographed with your cell phone will be fine. Week 9 (submit as assignment – will be graded out of 100 points) Develop Part 4 of your final project: Identify at least five brand touchpoints that would be appropriate for your product and explain how each could be used to carry the brand to prospects for your product. Pick anything mentioned in the Brand Touchpoints section of the textbook (pages 166-191), and write about two paragraphs for each of the five touchpoints you select, telling how and why you would use each. Week 10 (submit as assignment – will be graded out of 100 points) Develop Part 5 of your final project: Develop an abbreviated brand guidelines system for your product. Include the six below items any three other items shown on bold on page 205. Write about two paragraphs for each. • Foreword • Brand Identity Elements • Nomenclature • Colors • Typography • Images Week 11 (submit as assignment – will be graded out of 100 points) Develop and submit your final project – the Brand Book. Use all five previously submitted parts as input to the final project. Be sure to consider feedback you received from the instructor on each submission. Use PowerPoint format, creating the brand book in 10 slides. Slide #1 should be a cover for your brand book. You can decide what you feel would be the most effective approach to your brand book – specific for your product, its non-typical use, and its non-typical target consumer. Have fun with it but be sure it makes sense for your brand. Again, look at the Sesame Street example in our textbook as well as online examples – including the Santa brand book. College of Online Education Johnson & Wales University JWU1001 Introduction This paper is a brief research plan to brand Tide Pods. Tide Pods are detergents packed in small packets which are used in washing clothes. The paper is subdivided into three; firstly, qualitative research, secondly, quantitative research and thirdly, secondary research. 1. Qualitative Research I will find out the motives, beliefs, perception, and feelings of Tide Pods consumers. This may offer me new brand insights. This will involve; Social listening I will follow up chats on social media to be able to understand what customers are saying about Tide Pods. This will help me have a better understanding of the market of my new brand of Tide Pods. I will be able to also get a clear understanding of how customers perceive Tide Pods and their motives about them. I will also be able to understand their feelings if Tide Pods were used to wash utensils. Their perception about the new use of Tide Pods will enable me identify the best target market for the new brand of Tide Pods. Individual interviews I will carry out one-on-one interviews on managers, employees and leaders of Tide Pods dealing company. By so doing I will be able to know their point of view on Tide Pods and the motive they have concerning the use of them. This will in turn help me to come up with a new and unique use of Tide Pods. After that I can easily decide on my new target group in the market which will act as the high level consumer of the new brand of Tide Pods. Ethnography I will carry out observation to help me get a clear understanding of customers’ behavior while at home environment, work environment as well as retail environment. This will give me a clear picture of how they perceive Tide Pods and their feelings on the same. This will enable me to better understand these customers and the market for Tide Pods at large. Furthermore, this can assist me in coming up with a new brand of Tide Pods which will be used for a unique purpose. Depending on their current behavior I will also be able to determine the best target market for my new brand of Tide Pods. 2. Quantitative Research Quantitative research will enable me get information about the market which is statistically valid. It will assist me to get enough data from different customers to enable me predict what is likely to happen with acceptable degree of certainty. This will involve; Online Surveys I will contact surveys over the web so as to be able to gather some significant information from the respondents. I will send out emails to potential respondents inviting them for the survey together with a link which will direct them to the real survey. From their response I will be able to have a clear understanding of them as well as that of the market for Tide Pods. I will also be able to understand their perception on using Tide Pods to wash utensils. I will also get an opportunity to predict the best target market for my new brand of Tide Pods depending on their response. Equity tracking I will monitor the continuing brand strength of Tide Pods. I will carry out a continual inmarket monitoring which will comprise of key brand ratings of Tide Pods, brand as well as advertising of Tide Pods and lastly the brand usage of Tide Pods which has trended for time. This will enable me understand the customers of Tide Pods and the market of the same at large. I will be able to understand how brands of Tide Pods were being used and be able to predict if my new brand usage of the product will work out well and if so which will be the best target group in the market. Product Testing I will test the new brand of Tide Pods to have a clear view of real life experience of the user. This will involve using the new brand to wash dishes so as to be able to determine with some good level of confidence how the consumers would feel washing dishes with this new brand. This will enable be to understand the customers of the new brand, and the market at large as well as which will be the best target group. 3. Secondary Research In this research method I will interpret and apply demographic, qualitative or statistical data which already exists. This will involve; Syndicated Data I will buy standardized data on existing brand of Tide Pods which has already been recorded by suppliers which major in selling such kind of data. I will use this standardized data to determine the purchase cycle and market share of the existing brand of Tide Pods. This will enable me to understand the existing cusomers as well as the market for the existing brand of Tide Pods. I will therefore be able to determine the best target market for the new brand of Tide Pods. Competitive Intelligence I will carry out some research on the web database services of industries, public and private companies which may be dealing with Tide Pods to get information and data about their management as well as their stock activity. This will enable me have a clear understanding of the market as well as the customers. Moreover, I will be able to come up with a unique brand with unique use based on my findings and the most appropriate target. Market Structure I will investigate how the existing brand of Tide Pods is structured. To be specific I will find out its form, size as well as flavor. I will also identify gaps in the market. These gaps will help me in coming up with a unique brand of Tide Pods and be able to identify a target group in the market. ...
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Tutor Answer

ProfAlston
School: UCLA

Attached.

Running Head: Brand Positioning

BRAND POSITIONING AND NAMING

1

Brand Positioning

2

Our main aim in the case of Tide Pods is not to create something we may consider to be
new or different but to manipulate whatever is already in the mind of our consumers to expand
their thinking into seeing how beneficial it would be for is used in the kitchen. Our product hopes
to change the dishwashing experience for all our users and be globally recognized as one of the
best kitchen washing detergents.
Our product has proven to be a highly effective stain removal detergent and so is it a
strong grease removal detergent. Tough burn stains on the sau...

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Anonymous
awesome work thanks

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