Branding Exam 3 - PDF

Week 10 -- The Branding Process, Brand Research\ Detailed understanding of the 5-Step Branding Process\ Key types of research audits that can be performed\ Factors that contribute to successful stakeholder interviews\ Role of usability testing and prototyping in branding\ Understand the di...

Week 10 -- The Branding Process, Brand Research\ Detailed understanding of the 5-Step Branding Process\ Key types of research audits that can be performed\ Factors that contribute to successful stakeholder interviews\ Role of usability testing and prototyping in branding\ Understand the difference between trademark, trade dress, and copyrights\ Case studies from Week 10\ Week 11 -- Clarifying Strategy\ Key research methods used in branding\ o Qualitative vs quantitative research, plus common examples of each one\ o Primary vs secondary research, plus common examples of each one\ o Reference real applications of research: City of Melbourne (Week 10.2), Become an EX (Week 11.2)\ Difference between core purpose and core values\ Brand strategy -- Key steps that help you move from research to a big idea\ Difference between a brand brief and creative brief\ Difference between an insight and a big idea\ Importance of positioning and key factors that influence positioning\ Key challenges associated with the naming process\ Case studies from Week 11\ Week 12 -- Designing Identity\ Understanding of key brand elements that are explored during the designing identity process\ Brand signature and its importance when designing a new identity\ Trial applications and their importance\ Understanding of key steps that occur both before and during the design process\ Understanding of why the Tropicana rebranding failed (from a branding perspective)\ Key factors to consider when evaluating a new visual identity (from Chermayeff, Geismar, & Haviv)\ Case studies from Week 12\ Week 13 -- Creating Touchpoints\ Touchpoints and key roles they play in branding (i.e., collateral, packaging, uniforms, ephemera, etc.)\ Importance of packaging\ Characteristics of different types of content strategies\ Keys to successful presentations\ Importance of collaboration in the decision-making process\ Case studies from Week 13\ Week 14 -- Thanksgiving Break (No class)\ Week 15 -- Managing Assets\ Role that managing assets plays in the successful launch of a new branding effort\ How brands build brand champions\ Purpose and value of brand guidelines\ Key content areas that are included in brand guidelines\ Benefit of having an online brand center for managing assets (also see Deloitte case study)\ Case study from Week 13