Creating a brand.
As an individual marketeer, you are required to create a completely new brand for a product category of your choice. Keep in mind, creating a brand is not the same as creating a product: products are tangible, brands are an abstract, therefore intangible The creation of your brand must be founded on real-market data, trends, and demand for the product category; therefore: 1. Conduct a thorough Market Analysis based on your brand’s product category (i.e. soft-drinks; toys; pet food; clothing/fashion; automotive; foods/snacks; other consumer goods) 2. Create an original logo a. The design of the logo must be truly original b. The design must be purposeful in its use of symbolism, words, shapes, etc. 3. Create an original name 4. Brand image a. Need/Demand recognition or statement for the product category and your brand b. Purpose and justification for the proposed brand c. Brand positioning statement d. The tentative emotional and functional benefits and value the brand promises 5. Brand communication/promotion strategy a. Proposed marketing communication strategy for the brand b. Purposeful use of selective multimedia channels, and “why” c. Create original promotional media: photo, video, audio, digital, outdoor, etc. d. Promotional material (at least 1 JPEG image) must have subtle/subliminal/psychological cues and use of colors, shapes, images, words, sounds, angles, etc.; to trigger a desired i. Artwork must be as original as possible ii. Photo-shopping is allowed, with limitations iii. You may outsource external help; if so, please give the individual(s) due credit for the artwork, footage, etc. 6. Prepare promotional material in format that can be used for neuroscientific testing (jpegs/wav/mp3/mp4/etc.) 7. Have at least 5 participants participate in Eye-Gazing/Eye-Tracking testing, via Google Chrome (Professor will provide link and instructions) 8. Optional: Have 4 participants, 2 males, 2 females, participate in an EEG reading 9. Record data results 10. Provide a written (APA-format) final report and present the results (PPT presentation)