Brief Breakdown

Week One - Brand Research;

• Brand's marketing history
• Current marketing
• Site own sources - posters, ads, photos ect.
• Site published sources - blogs, books ect.
• Summery of findings;

1. Brand History - origins, growth, changes.
2. Product - ingredients, packaging.
3. Price - high end or low end, discounts.
4. Place - type of supermarket, eye level.
5. Promotion - sales, ads, website.
6. Competition - differences, similarities.
7. Environment - laws, culture, attitudes, macro trends.

Week Two - Target Audience;

• Group brand's audience.
• Profile each group - traits, attitudes ect.
• Illustrate and write about each;

1. Demographic - basic traits, physical.
2. Psychographic - lifestyle.
3. Attitudinal - mindsets, thoughts.

• Identify shared attitudes between all groups.

Week Three - Brand Identity Blueprinting;

• Document the brand's identity blueprint.

Week Four - Consumer Research for BiB;

• Prep interview questions (3 or more about brand + 3 or more about competitor).
• Conduct interviews.
• Summerise findings - 2 charts.
• Compare and interpret findings.
• Outline areas that agree or disagree with your BiB.
• Conclusions.
• Refine BiB.

Week Five - Critique;

• Analyse 2 or 3 of the brand's communications: text, imagery, colour, choice of media ect.
• How do these communicate the brand's essence?
• A page per aspect.
• Compare with competitor.
• Summerise critical analyse.
• Strengths and weaknesses on each aspect page.
• Conclusion - how well the brand communication is doing.
• Summary of future issues the brand might face. (300 words)
• Opportunities for the designers to do better.
• Competitive threats in the future.

Workbook;

• Sources.
• Visual analysis.
• Sectioned by each heading above.

Dossier;

• A4.
• Section dividers.
• Summaries findings.