PROJECT OUTLINE*

The creation of your brand must be founded on real-market data, trends, and demand for the product category; therefore:

Conduct a thorough SWOT Analysis based on industry and market information related to your brand’s product category (i.e. soft-drinks; toys; pet food; clothing/fashion; automotive; foods/snacks; other consumer goods)
Create an original logo
The design of the logo must be truly original
The design must be purposeful in its use of symbolism, words, shapes, etc.
Create an original name
Discuss your Brand image and personality:
Purpose and justification for the proposed brand
Brand positioning statement
The emotional and functional benefits and value your brand promises
Brand communication/promotion strategy
Proposed Promotional strategy for the brand
Purpose for the use of chosen media channels
Create and explain your original promotional media: photo, video, audio, digital, outdoor, etc. (at least 3!)
Promotional material (at least one of them being a JPEG image) must have subtle/subliminal/psychological cues and use of colors, shapes, images, words, sounds, angles, etc.; to trigger a desired
Artwork must be as original as possible
Photo-shopping is allowed, with limitations
You may outsource external help; if so, please give the individual(s) due credit for the artwork, footage, etc.
Provide a written (APA-format) final report and present the results (PPT presentation with voice over.)
PAPER OUTLINE

Executive Summary
One page summary of the entire plan
Brand Description
Situation Analysis
SWOT
Happening Now
Could happen
Brand Focus (Key Issues)
Brand Vision
Current competitive position
Target markets
Connection of consumer to your brand
Points of difference
Core strength
Positioning
Brand Program
Brand strategy
Current brand love curve position
Growth strategy
Investment/resources focus strategy
Defensive strategy
Execution
Bonding brand to consumers
Brand budget
Goals
Calendar of activity
Project work plans
Evaluation and Control
Plan to evaluate and control the strategies

The written portion of the project must have a cover page (with the title you have given it, your name, course number and section, and semester and year of the course). On the second page you will provide a Table of Contents. (See paper outline below.)

The document should be formatted according to the latest APA standards.

The text should be:

Times New Roman

Font Size 12

Double-Spaced

1” margins all around.

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