Vinessa Lucia (0328421)
Branding Strategies
Project 1B : KL City SWOT
Project 1B: 20%
The Brief
Situation
Analysis
Duration of Assignment
Week 1 – 4
Deadline
Week 3: SWOT
Week 4: Brand goals, Brand
objectives & Target audience
Description
The students will be given the scopes of research title to study the city – Kuala
Lumpur.
Week
3: SWOT
Analyze the city
and its market – a look at the city’s strengths,
weaknesses, opportunities and threats
Week
4: Brand goals, Brand
objectives & Target audience
Determine the personality and message the city wants to communicate.
What does the city want its market to perceive? Please identify the target
audience, analyse their lifestyle and determine how your brand will fit into them
(supported with customer journey map).
Brand
goals are
valuable business targets for a brand.
Brand
objectives are
targets that bring you closer to your goals but don't necessarily have value of
their own.
Brand goals are things such
as brand awareness that increase brand entity.
Brand objectives are steps
towards goals such as launching an advertising campaign.
Finding a niche you can fill:
Researching your market
Requirements
/ Submission
15 minutes open discussion with a compilation
of creative info graphic, mind map, photos, etc
Objective
To learn how to conduct a research and analyse a case study to plan an
effective proposal
Assessment Criteria
|
Marking Criteria & %
Distribution
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(%)
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LO1
|
LO2
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LO3
|
LO4
|
LO5
|
|
Project 1B: Situation Analysis
|
|
|
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|
|
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Presentation: The core subjects are comprehensively and clearly presented. The
contents are memorable and have strong staying power.
|
10
|
ü
|
|
ü
|
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.
|
10
|
ü
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ü
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ü
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Total
|
20
|
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Week 3
KL City SWOT Analysis
Week 4
KL Brand Goals, Brand Objectives and Target Audience