25 / 04 / 2025 — 25 / 07 / 2025 (Week 01 — Week 14)
Kim Seoyoon / 0357755
MKT 62504 / Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 4 / Final Compilation & Reflection (E-Portfolio)
TABLE OF CONTENTS
LECTURE NOTES
INSTRUCTIONS & BLOG LINKS
TASK 01
TASK 02
TASK 03
REFLECTION
LECTURE NOTES
Week 02– Branding Process
Brand Experience: Collective responses (emotions, interactions) individuals have with a brand, influencing perceptions and behaviours.
Why is it important?
A strong brand experience builds positive associations, enhances recognition, and drives customer loyalty.
Components of Good Brand Experience:
1. Direct Marketing: Engaging design and clear messaging.
2. Indirect Marketing: Employee engagement and online presence.
3. Personalization: Tailored experiences using customer data to foster connections.
Week 03– SWOT Analysis
A simple but powerful tool to evaluate a company's strength.
Strengths, Weaknesses, Opportunities, Threats
1. Strengths: Internal factors that give you an advantage over competitors (brand reputation, strong distribution network, etc)
2. Weaknesses: Internal weaknesses that drain your performance (limited product range, weak online presence)
3. Opportunities: External factors that present potential for growth (emerging markets, changing customer needs)
4. Threats: External factors that could negatively impact your business. (new regulations, economic downturn, competitor innovation)
When to use SWOT Analysis?
- Developing a new business strategy.
- Launching a new product or service
- Entering a new market
- Evaluating your competitive landscape
- Responding to industry changes
Week 04– BRAND POSITIONING: Big Idea – from Understanding, Clarifying, Positioning, to Brand essence
What is Brand Positioning?
Brand positioning is a strategic process that defines a company's unique value proposition to create a distinct place in consumers' minds.
Why is brand positioning important?
It differentiates the brand, fosters emotional connections, and encourages customer loyalty.
Steps to Positioning:
1. Analyze consumer needs, company capabilities, and competitor positioning.
2. Develop a resonant positioning statement.
3. Reflect positioning in all brand elements.
Strategies: Convenience, niche service, and problem-solution.
Examples: Apple and Coca-Cola showcase effective positioning statements.
Brand consistency is crucial for recognition and recall.
Week 05– IDEATION: Event Activities – People & Location An event plan organizes all components of an event, serving as a management guide.
Core features include:
-Goals and objectives
-Roles and responsibilities
-Budget and timeline
-Branding and marketing strategies
-Day-of processes and vendor information
-Goals and objectives
-Roles and responsibilities
-Budget and timeline
-Branding and marketing strategies
-Day-of processes and vendor information
Importance of event planning:
-Creates a roadmap for success
-Ensures memorable audience impact
-Manages calculated risks effectively
-Creates a roadmap for success
-Ensures memorable audience impact
-Manages calculated risks effectively
Week 07– Brand Brief Brand Brief: A document defining a brand's identity, vision, values, mission, target audience, and strategy.
Key Components:
-Brand Vision
-Brand Mission
-Brand Values
-Target Audience
-Brand Positioning
-Brand Tone and Voice
-Brand Messaging
Why is Brand Brief important?
-Ensures consistency and clarity
-Outlines strategy and goals
-Facilitates collaboration and guidance for brand development.
INSTRUCTION & BLOG LINKS
Module Information Booklet
BLOG LINKS (CLICK TITLE)
TASK 01: CASE STUDY & CAMPAIGN PROPOSAL
TASK 02: DESIGN BRIEF PROPOSAL
TASK 03: CAMPAIGN BRANDING
PROJECT 01– Case Study & Campaign Proposal
25 / 04 / 2025 — 15 / 05 / 2025 (Week 01 — Week 04)
Fig 1.1 Project 1A,B Slides, Week 04
*IF CANNOT BE VIEWED ON BLOGGER PREVIEW, OPEN DIRECTLY FROM DRIVE VIEWER*
PROJECT 02 – DESIGN BRIEF PROPOSAL
9 / 05 / 2025 — 23 / 05 / 2025 (Week 04 — Week 06)
2A: Design Brief
Fig 2.1 Project 2A Slides, Week 05
2B: Moodboard
Miro Link: CLICK HERE
Fig 2.2 P2 2B Moodboard on Miro, Week 6
Fig 2.3 2B Moodboard (PDF), Week 6
PROJECT 03 – DESIGN BRIEF PROPOSAL
30 / 05 / 2025 — 25 / 07 / 2025 (Week 6 — Week 13)
Posters
Fig 3.1 LEGO Your Way Campaign Poster Compilation (PDF), Week 11
Website Landing Page
LEGO Your Way Website link: CLICK HERE
Fig 3.2 LEGO Your Way Campaign Website (PDF), Week 12
Final Presentation Slide
Fig 3.3 LEGO Your Way (Project 3 Final Presentation), Week 13
REFLECTION
Throughout completing the projects in this module, I have grown a lot in understanding how to create strong, creative brand campaigns. I learned from studying LEGO’s comeback the importance of sticking to core values like creativity while using new technology to reach more people. In Project 2, I focused on choosing key campaign points and designing a clear, fun visual style that combines LEGO’s traditional play with AR features. Working with a partner helped me see new ideas and improve my designs. In Project 3, I put everything together by creating different materials like posters, a website, and videos, making sure the campaign was clear and engaging across all platforms. Feedback from others helped me fix problems and make the campaign better. Overall, these projects taught me how research, teamwork, and design come together to make meaningful and exciting brand experiences.
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