Brand Corporate Identity (202509 bci) Task 1

Jovan Cornelius Irwan (0364526)

Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media

LECTURES

 Project 1: Breaking a Brand

Objective

 Choose an existing, preferably large regional or international brand, and deconstruct it using the provided framework.
Your final submission will be individual, but your research and analysis may be done in groups.

A) BRAND PROFILE

1. Description

• 1.1 Summary Description – What is the brand about?
• 1.2 Target Market/Audience – Who is the brand talking to?
• 1.3 The Offer – What does the brand offer (products/services)?
• 1.4 Specific Benefits – What benefits does the brand provide?

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2. Brand Value

• 2.1 Retailer's Perspective – How retailers perceive the brand’s value
• 2.2 Customer's Perspective – How customers perceive the brand’s value

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3. Brand Positioning

• 3.1 Why This Brand & Not the Competition?
• 3.2 Positioning Toward Target Market – How it appeals to its audience
• 3.3 Competitors – Who else is in the space?

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4. Unique Selling Proposition (USP)

• What makes this brand stand out from others?

B) EXPANDED BRAND PROFILE

1. Description

• 1.1 Founder
• 1.2 Location
• 1.3 Logo / Logo Evolution

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2. Benefits

• Revisit the brand’s key benefits (emotional, functional, symbolic)

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3. Target Market / Audience

Use market segmentation to break down the audience:
(Ref: Market Segmentation Guide)

• 3.1 Geographic Segmentation – Where are the customers?
• 3.2 Demographic Segmentation – Age, gender, income, etc.
• 3.3 Psychographic Segmentation – Lifestyle, interests, values
• 3.4 Behavioural Segmentation – Buying habits, usage, brand loyalty

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4. Competitive Differentiation

• What sets the brand apart from similar competitors?

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5. Pricing

• What pricing strategy does the brand use? (e.g., premium, competitive)

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6. Distribution

• Where and how is the brand/product distributed?

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7. Brand Positioning Statement

• A concise internal statement summarizing the brand’s unique value

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8. Brand Voice

• The tone and personality the brand uses in communication

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9. Brand Communication Strategy

• Channels and methods used to reach and engage their audience

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Tips for Submission

• Use visuals (e.g., logos, campaigns, charts) where relevant
• Ensure clarity, structure, and individual insight
• Cite your sources and references properly
• Align with your group’s research, but make your submission your own

What Is Market Segmentation? Importance for Your Business

Market segmentation is the process of dividing your target market into smaller, more manageable groups of people that share common characteristics.

Progress

in this group assignment, I have 3 members 

jovan, li junwei, teng yumeng 

DBreaking brand by Jovan Cornelius

At first, my team and I thought it was an individual assignment, but we asked our lecturer, and it's a group assignment. So, we chose Li Junwei's topic about 7-Eleven. After that, I started researching that brand and wrote it in Canva for next week's presentation. But there is an issue when it is close to our presentation when i saw the PPT all the text changed and i got confused so i ask in the group who changed it and teng yumeng said she change it because it was easier for her to speak in the presentation after knowing that issue i asked Ms. Vittiya for a time to fix it so i fixed all the presentation and divide slides for both of us to present and for solving the issue i take the slides that she struggle to present, We divide into two because Li Junwei was sick 

Feedback

Week 3
 Specific Feedback: Presentation
 Week 2
 General Feedback: I joined the group because last week is made the group 
 Specific Feedback: doing ppt to present next week
 Week 1
 General Feedback: Absent