Assessment - Brand Profile
"People don't buy what you do they buy why you do it" - Simon Sinek
There is no doubt that consumers of fashion buy brands, in part, based on the narrative of the brand.
- History / providence (how long/ types of experiences)
- How they started
- Where they came from / how they got into fashion
- Why they got into fashion
- Their driving philosophy and how this evolved
- A combination of some / all of the above
In a competitive and globally connected market, where an increasingly astute fashion consumer is looking for an edge; their own narrative, their own personal brand, it is critical for brands to make a meaningful connection with consumer. Referring to the Hawkins and Best model of consumer behaviour, there is an assertion that consumers purchase product/brands that align with their view of themselves and their lifestyle. There is an assumption in this model that consumers have an awareness of their self-concept and what product best aligns with this.
The ability to create a brand narrative and structure that holds a distinct and desirable position in the mind of the consumer is a challenge. The goal is to demonstrate an alignment between your brand (values, beliefs, etc, value proposition, etc) with the consumer's self-concept. The process in developing a brand focuses the marketer on developing a brand essence/brand DNA/brand identity. Brand essence is seen as a key tool / insight to differentiating the brand in the mind of consumer and is the basis for finding consumers who align with your brand essence.
The goal for the marketer is to increase certainty in the revenue stream today and in the future. To do this we must understand the consumer and align our offering (product/brand) with their self-concept and lifestyle. If we do this we are spending money trying to convince consumers who do not align with the.
Fortunately for you, many entrepreneurial fashion brands put little or no effort into the brand outside the logo. This task offers you an opportunity to think deeply about your brand, its purpose and develop a brand structure that is relevant to your target segment.
Task
Using select a brand from an organisation you wish to work for, complete the brand key following the sequence detailed in the lecture slides.
Alternatively, you may use Aaker's brand identity prism to create a singular expression of the brand identity.
What you are required to do is show your "working out" of your brand's essence. Input information into each component of the model and lead the reader to your brand essence. As per the notes in the lecture slides, the brand essence should be one or two words, no more. There is no "right" answer. Rather, there is an insight that you can logically argue / defend.
Once you have established your brand's essence, create a brand vocabulary map. See lecture slides
Structure
The challenge is convert data and information into a piece of communication that enables the reader to quickly and effectively grasp your brand essence and its logic/foundation.
You are communicating to a potential investor and / or staff. Therefore, it is important to not be too creative in your communication of the information as overly creative graphics can distract from the message. You need to keep in mind your goal and the best way to communicate this.
A suggested structure
- Title page; brand name, student name, ID (not counted)
- Overview of brand / organisation / market, Graphs/charts, a few dot points and a compelling narrative to explain your business. No more than ½ page.
- Brand key components. 2 - 3 pages. Additional data that supports the key points to be included in appendix.
- Bibliography (not counted)
- Appendix (not counted)
Attachment:- Assignment Files.rar