This document provides instructions for a brand strategy assignment. Students must choose a brand and complete a PowerPoint presentation in two parts. In part one, they must create a new mantra, slogan, or tagline for the brand using emotional, descriptive, and functional modifiers. In part two, they must outline the brand's emotional and rational value propositions and decide which is more important. The assignment aims to help students understand what makes a brand strong by analyzing the key aspects of an existing brand.
This document provides instructions for a brand strategy assignment. Students must choose a brand and complete a PowerPoint presentation in two parts. In part one, they must create a new mantra, slogan, or tagline for the brand using emotional, descriptive, and functional modifiers. In part two, they must outline the brand's emotional and rational value propositions and decide which is more important. The assignment aims to help students understand what makes a brand strong by analyzing the key aspects of an existing brand.
This document provides instructions for a brand strategy assignment. Students must choose a brand and complete a PowerPoint presentation in two parts. In part one, they must create a new mantra, slogan, or tagline for the brand using emotional, descriptive, and functional modifiers. In part two, they must outline the brand's emotional and rational value propositions and decide which is more important. The assignment aims to help students understand what makes a brand strong by analyzing the key aspects of an existing brand.
This document provides instructions for a brand strategy assignment. Students must choose a brand and complete a PowerPoint presentation in two parts. In part one, they must create a new mantra, slogan, or tagline for the brand using emotional, descriptive, and functional modifiers. In part two, they must outline the brand's emotional and rational value propositions and decide which is more important. The assignment aims to help students understand what makes a brand strong by analyzing the key aspects of an existing brand.
Week 2 WHAT MAKES A BRAND STRONG? INDEPENDENT STUDY – TO BE COMPLETED AWAY FROM CLASS • Individual assignment • 15% of final grade • To be submitted to drop box provided in Assignments tab by: xxxxxxxxxxxx ASSIGNMENT • 2 parts 1 – EMOTIONAL V • Part 1: Mantra/Slogan/Tag RATIONAL • Part 2: Emotional v Rational – You decide • PowerPoint Presentation format • PLEASE NOTE: If you refer to the slides used in class and to your notes this assignment should take no longer than 1 hour to complete well PART 1 – CREATE A NEW MANTRA
Choose a brand Follow the step from the list by step guide to provided on slide complete Part 1 6 APPLE MANTRA
“Think different” • This mantra simply means that Emotional everything Apple offers is outside Modifier of the realm of imagination, expectation, or anticipation
BRAND MANTRA Descriptive • Unique – Impress the universe!
FORMULA Modifier
Brand • Providing consumers with useful
products that make their lives Function better on a daily basis. • Name: Sunny Mittal • Student number: 8789749 • Course number: MKT8011 Assignment 1 15% COVER • Section number: SLIDE • Date: 2022/02/05 • Name of selected Brand : Apple • Logo of selected Brand : EMOTIONAL MODIFIERS
EMOTIONAL modifiers associated with Apple
The company emotionally weaves its products into people's lives, it also makes itself important. The company also makes products that are very close to the customer, which makes it easier for them to connect emotionally with the company. It's clear from the company's emotive modifiers that it cares about creating distinctive items that customers can readily get. As a result, it defies belief that shoppers will be able to easily obtain those things whenever they desire. For example: Apple is synonymous with a positive consumer experience and a sense of fulfillment. There is a seamless connection between all of the company's goods
. • List the DESCRIPTIVE modifiers associated with Apple • List the DESCRIPTIVE modifiers in order of importance (1 is the most important) • 1 Privacy • 2 Security DESCRIPTIVE • 3 Quality • 4 Accessibility MODIFIERS Consumer privacy is critical, and Apple has long been a proponent of this "basic human right. Without privacy customer data will leak thus exposing them to danger and unwarranted attacks. • List key words that describe the function of the brand/product Web browsing, camera, email • What is it’s purpose? It offers you realistic products and the best source of web browsing. Apple products also include a stylish camera for taking photos, as well as BRAND the ability to sync and connect to corporate email servers that run FUNCTION Exchange and have robust email features. • What WANT or NEED does it fulfill? Apple product satisfies the need for mobility, flexibility and reliability. Use Your task is to use the EMOTIONAL, DESCRIPTIVE and FUNCTIONAL MODIFIERS to create a NEW MANTRA/SLOGAN/TAG
Remember the words you choose need to SUMMARISE what is UNIQUE
Remember about the brand in a way that the target market understands the VALUE PROPOSITION
S L I D E 4 – C R E AT I N G A M A N T R A / S L O G A N / TAG Keep Keep it short
Make Make a list of key words you want to include
Prioritize Prioritize those words – which ones are most important?
1 – First draft
2 – Second draft (refining the
words based on the first draft) SLIDE 5 – DRAFT 1,2 AND 3 3 – Third draft (reducing the words to those which are essential)
4 – Fourth draft: Final
• The selected mantra is unique in a way that it is catchy and resonates with the changing SLIDE 6 – times and expectations of the current EXPLANATION generation. The modifier realm of imagination gives us a glimpse of a better and a advanced world that we live in today. PART 2: WHAT MATTERS MOST FOR YOUR BRAND?
Now you have created a new MANTRA for your brand, your task is to outline the EMOTIOAL and RATIONAL parts of the brand value proposition
At the conclusion you will need to decide what matters most for your brand: EMOTIONAL CONNECTORS or RATIONAL?
You will need to refer to the slides used in class and to your notes
Use the template provided in the following slides
• For each of the following identify an EMOTIONAL connector for your chosen brand: • Aesthetic – ‘Express yourself’ • Status – ‘ Empowering’ SLIDE 7 – • Formative connection – ‘Always keeps PART 2 loved ones connected’
EMOTIONAL • Traditional association – ‘it’s part of
marching ahead hand-in-hand’ • Reward – ‘Impress the universe’ • Community – Shared Values – ‘Meet the needs of the advanced world’ • Sustainable credentials - ‘User friendly’ • For each of the following identify a RATIONAL connector for your chosen brand: • Function – Unique, effective & sensible purchase. • Benefit –Stay connected.
SLIDE 8 - • Value – worth the purchase as it helps I
reaching one’s potential and reach the zenith RATIONAL of your creativity. • Affordability – a solid compromise between cost, size and performance. • Comparative quality/function/benefit to other similar products – Apple products are unique, have different designs and are user friendly and made of cutting edge technology. • As you reflect on what you have identified on SLIDE 9 – slides 7 and 8 – which is more important to your brand? Emotional or Rational? WHAT • The rational connector of my chosen brand is MATTERS highly significant than emotional connector. I have chosen emotional connector over MOST AND rational connector as ours is a technological brand which is unique, a sensible purchase, WHY? high-on performance, is user friendly and promises a creative future. T H AT’ S AL L FOL K S! YOU AR E DONE !
• Now you have completed
your deck of slides: • Check for spelling and grammar • Make sure you have included sources where used • Submit as a PowerPoint Presentation into the dropbox provided by: Sunny Mittal
