Vinessa Lucia (0328421)
Branding Strategies
Project 1A : City Branding, Brand Identity & Brand Experience
Project 1A: 10%
The Brief
Presentation
Duration of Assignment
Week 1 – 2
Deadline
Week 2
Description
The presentation must be easy to understand, clean, clear and concise.
Presentation will be organised individually.
City Branding, Brand Identity & Brand Experience
Please research and analyze a
well-established city branding as case study. Identify the brand strategy supported
with its brand identity (Naming, logo, slogan, brand story, brand message, big
idea, city promotional videos, website, applications, etc.). Please explain its
brand experience with customer journey map.
Customer journey map is a diagram or several diagrams that
depict the stages customers go
through when interacting with a company, from buying products online to
accessing customer service
on the phone to airing grievances on social media.
Building
a brand identity is a multi-disciplinary, strategic effort;
every element needs to support the overall message and business goals.
Requirements
/ Submission
15 minutes presentation with a compilation
of research results & case studies
The Brief
The understanding of brand strategy, brand identity & brand
experience
Assessment Criteria
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Marking Criteria & %
Distribution
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(%)
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LO1
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LO2
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LO3
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LO4
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LO5
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Project 1A: Presentation
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Presentation: The core subjects are comprehensively and clearly presented. The
contents are memorable and have strong staying power.
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5
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ü
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ü
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ü
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Research & Analysis: The ability to research and analyse a case study to plan an effective
presentation. The ability to justify choices, utilize images, charts,
timelines, diagrams, pie-charts, research, etc.
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5
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ü
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ü
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ü
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Total
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10
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City Branding
New York City Branding Slides