Creative Brand Strategy REPORT & TASK 1

Edita Chew En Thung / 0357357

Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 1

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Table of Content

1. WEEK 1

2. INSTRUCTIONS

3. TASK 1A & 1B

4. REFLECTION

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WEEK 1

Report Meeting:

DYO (business course pitching their product's name)

Business students pitching their ideas about their product. 

- No solid market research.

- Lacking target audience data, not thorough.

- Lacking in appeal as in consumer likes and dislikes, again, without further research on their theme and basic competitors (meaning the approach of their competitors were rash as they had no solid backing as of yet).

- Lacking in self awareness of Competitors, comparing them to big companies, without solid debatable points, or solid backing to their point.

Ask Questions about their product and gave them opinions and constructive critiques.

Learnt about how different courses interact and compensate for each other's weaknesses

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Class did not go on even after the pitching.

REFLECTION

Based on their presentation and the interaction with other courses like psychology and business, we briefly grasp the knowledge on how these 3 courses and specialisation can work together as a team to support each other on their strong suits and compensate for each other's weaknesses.

INSTRUCTIONS

1A : Case Study

You are to analyse a well-established Rebranding Campaign of your choosing. 1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Brand Positioning. 2. Understanding its brand experience: features and activities. 3. Reviewing its key visuals and the applications: identity and usage from different platforms.

1B : Campaign Proposal

We are to propose a Branding Campaign. The campaign will be for a snack of our choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch. The suggested proposal outline: Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand Positioning. Furthermore, we are to identify the Brand Touch Points by producing a Customer Journey Map.

TASK 1

1A

Document 

LINK HERE

compiling all the secondary data/contextual research into a document for easy access and transfer of information to slides.

1B

Slides 

LINK HERE

For this assignment, Me and my partner have developed a branding campaign for Burberry. Below is a summary of the components I have completed as part of this campaign proposal

Campaign Description

We outlined the overall concept of the campaign, including its theme, direction, and the message it aims to convey to the target market.

Brand Story

After its 2023 rebrand led by new Chief Creative Officer Daniel Lee, Burberry focused on bringing back its British roots while staying fresh and modern. One big change was the return of the Equestrian Knight Design (EKD), a classic logo from 1901, to show the brand’s rich history and forward-looking attitude. The new look mixes tradition with a more relaxed and playful style to attract younger, tech-savvy customers. Photos now feel more natural and are taken in British locations to show realness and modern British charm. The logo font also changed back to a classic serif style, giving it a timeless and elegant feel, unlike the simple modern font used since 2018. Lee’s goal was to make Burberry stand out in fashion by blending tradition with bold new ideas. The rebrand wasn’t just about looks—it was a way to reconnect with Burberry’s roots while using digital tools and storytelling to grow. The brand even deleted all old social media posts to start fresh, focusing on British identity, quality, and sustainability. In short, Burberry’s 2023 brand story is about celebrating its British luxury heritage in a modern way, leading fashion with strong visuals, digital updates, and a promise to be both stylish and responsible.

Objective & Purpose

Make people excited about Burberry again by clearly showing what the brand stands for.

Grow the business in a responsible way by making sure all operations are more sustainable.

Increase sales and offer more products, like leather goods, shoes, women’s clothing, and outerwear.

Improve the shopping experience with better digital tools and more personalized services.

Expand worldwide, focusing on important areas like Asia-Pacific, with special products and new stores.

Update products with a fresh design direction to make the brand feel more high-end and desirable.

Brand Values

We identified the core values that guide the brand’s identity and behavior, ensuring consistency across all messaging and touchpoints.

Vision & Mission
We established concise vision and mission statements to express the brand’s long-term aspirations and its current operational purpose.

Target Audience
We conducted research and analysis to determine the campaign’s ideal customer segment, considering factors such as age, interests, lifestyle, and consumer behavior.

Organizers
We identified the key organizers and stakeholders involved in executing the campaign, including internal teams or potential partners/collaborators.

SWOT Analysis
We completed a SWOT analysis that highlights the brand’s internal strengths and weaknesses, as well as external opportunities and threats that could affect the campaign.

Brand Positioning

We developed a brand positioning strategy that defines how the brand will be perceived in the minds of the audience in comparison to competitors.

1. Customer Journey Map & Brand Touchpoints
   We created a customer journey map to visualize the full user experience, identifying all major touchpoints and interactions between the customer and the brand, from awareness to post-purchase engagement.

FEEDBACK

revise some of the ideas to not downgrade the luxury brand, revise the catchline.

REFLECTION 

There were not much material to learn from as lectures were short and not often leaving room for understanding. I didn’t actually learn much from what I was taught in class, but luckily enough, my other lecturers from other modules had taught me what I needed to know before taking this class. Since I didn’t want to get left behind, I taught myself all of the information. I didn’t stop until I researched, looked at real-world cases and analyzed brand, brand identity and branding.

It became clear to me that a brand means more than just the logo or name because it’s how people experience a business. The brand identity is what the brand shows visually, like its logo, through colours, fonts it uses and in its tone. Branding is what determines and protects that identity and makes the company memorable to others.

Although I didn’t have proper support, I leveraged these approaches with confidence at the time. I prepared everything strategically, setting aside intention for my story, images and customer experience. I also figured out how to present what I say so that my audience understands and relates to it.

Doing this assignment demonstrated that I can learn, despite the poor teaching. I’m happy with myself for understanding it and coming up with something I’m passionate about.