Week 1 - Week 4
Riko Matsuyama 0351470
Creative Brand Strategy / Task 1: Case Study & Campaign
Proposal
Bachelor of Design in Creative Media
Instructions
Lecture
Week 1
Branding is the process of quantifying the value and authenticity of an
organization, product, or service. It is a clear set of characteristics,
benefits, and attributes that define a particular brand.
Branding is one of the most critical aspects of business strategy
and
provides a sustainable competitive advantage. It allows a business to
differentiate its products and services from those of its
competitors.
In contrast, brand strategy defines rules and guidelines on
HOW, WHAT, WHERE, WHEN, and to
WHOM you communicate your brand
messages.
A brand strategy is essential because it provides clarity about the
competitive landscape, market position, and customer
expectations. Branding significantly enhances the brand’s market performance
and profitability by improving name recognition, building credibility and
trust, increasing advertising effectiveness and inspiring employees.
Task 1A: Case Study
Week 1-Week 2
Analyze a well-established City Branding Campaign of your choosing.
1. Identifying its brand strategy: The Brand Story, Objective and
purpose, Brand Values, Vision and Mission, Target Audience, and Brand
Positioning.
2. Understanding its brand experience: features and
activities.
3. Reviewing its key visuals and the applications: identity and
usage from different platforms.
Idealist
1. Naoshima - Naoshima has
attracted attention as an island of art and is now visited by many
tourists. Until then, however, the island had a serious aging population,
and environmental pollution caused by industry was a problem.
2. Sapporo - Based on the three
pillars of “food”, “nature” and “art”, Sapporo promotes an image of a city
with seasonal charm and vibrancy." The "Winter Snow Festival" is very
famous. Many people visit every year to see this.
3. Funassyi - He is an
official character of Funabashi City. Characterized by his mysterious
appearance, he has appeared on popular TV programs and has become
well-known throughout the country. He has become an indispensable part of
the City's PR activities and local events.
Task 1a: Case study Google Docs
Fig1.1: Task 1a: Case study Google Docs
Task 1a: Case study Google slide
Fig1.2: Task 1a: Case study Google slide
Task 1B: Campaign Proposal
Week 2
1B: Campaign Proposal
You are to propose a City Branding Campaign. The campaign will be for a city of your choosing and may be
conceptualized as a concept, cause, event, launch, personality,
etc.
Proposal outline: Campaign Description, Brand Story, Objective and
purpose, Brand Values, Vision and Mission, Target Audience, and
Organizers. SWOTs, Brand Positioning. Furthermore, you are to identify the Brand Touch Points by producing a
Customer Journey Map.
Week 3
Chosen City: Furano, Furano is famous as a lavender field.
 |
| Fig2.1: furano lavender |
Campaign description: To help you relax your mind and body away from the busyness and stress of everyday life, we offer the 'Lavender Dreamscape Campaign' The campaign utilizes the calming scent and healing properties of lavender to provide the ultimate relaxing experience for all visitors!
Brand story: Our story begins with the lavender fields, a beautiful natural paradise, and a source of calm and healing. I chose Furano city for branding. The home of lavender in Japan is Furano in Hokkaido. It is known for its beautiful and magnificent lavender fields in various locations. With its beautiful purple flowers and elegant fragrance, lavender brings us a pleasant sense of security. Lavender is thought to relax/improve insomnia / relieve headaches, for example.
Campaign name: Lavender Dreamscape Campaign
'Lavender Dreamscape Campaign' is an invitation to take a journey into harmony with nature, to relax, and to heal. Our brand helps you to leave the busy reality behind and find new energy and vitality in a peaceful lavender field. Join us on a beautiful journey of relaxation.
Week 3
Briefing of tasks 2a and 2b.
I showed my slide to Ms. Lilian and got some feedback. Based on Ms. Lilian's feedback, I changed and rethought some parts before submission.
Task 1B submission slide:
Fig2.2: Task 1B submission slide
Feedback
Week 2
Idea 1: Kyoto is already a famous city and matcha is also popular. This may be different from the intention of this city branding.
Idea 2: The idea of four seasons could be used. However, it is very hard to think of each of the four. (e.g. their respective target audiences, events, etc.)
Idea 3: This is a better idea. Focus on the concept of healing and relaxing to brand the town. When dissecting a targeted audience, remember the various segmentations and consider how to fit them with your idea.
Week 3
(General feedback) Rely on Google research so much. There is no book at all. Analysis is weak. figure out yourself.
(Task 1B feedback) In the brand story, you can talk about Furano. Need to context which city you will do branding, Furano is known as OO, and talk about lavender’s effects, come to the city and experience it. You may need to relook at community engagement cuz brand value should be a quality that your campaign and bodies, I like the way you explain community engagement, but I don’t know if community
engagement might be accurate.
Target audience: traveler, is it a local person or not? it’s up to you, if you choose the main target as a local person, then your campaign needs to be communicated with the Japanese. If you choose external, then the campaign's tone of voice or touchpoints, need to speak to them. You can do both. figure out how to provide a strategy for that. designing for Japanese tourists will be different from international tourists. color, language, graphics all that will be different, think about it and decide.
Nature lovers and stressed persons, these two belong to either segmentation of behavior of psychographic, psychographic would be stressed person, busy lifestyle. Psychographic perspective: people who get stressed quickly, people who are perfectionists, people who have high standards.
Behavior: people who are very busy lifestyle, work hard, and decide two various segmentations.
Organizer: put brand logo. put wellness brand, put the logo of local lavender farmers or existing fans brand, the campaign management team does not have logo maybe look at your weaknesses. Focus on the brand campaign because it discusses disaster and weather. Opportunity and threat are okay. Just add on the one you had under weakness for threats. So only look closer at weaknesses. Brand positioning is okay.
For campaign promotion ideas, try to map this into your customer journey map. This will help when you move to ideation task 2A next week. The content will give you more information for what you may need to design.
Reflection
Findings
This is my mistake, but I did not clearly understand what this Task 1A was about. I would like to eliminate such mistakes in the future. I would also like to take this opportunity to research branding in different cities and apply it to my future tasks. It was very helpful to listen to my classmates' presentations. In Task 1B, there were many situations where I was able to apply what I had learned in the previous module, such as target audience and brand positioning. It is important to understand how well you understand the brand you have chosen for yourself. I would like to move forward with Task 2 based on the feedback from my teacher. Experience
It was very much research, but a good experience. I also noticed that there is a lot of branding in the city in this way. I was able to learn about branding not only in the countries I knew but also in many other countries. I learned a lot through this task.
Then I realized that the organizer part was not in the previous module. In doing my research, I learned once again that there are many people involved in this type of city branding.
Observation
When researching, I relied too much on the Internet, as Miss Lillian also mentioned. I would like to make more use of Google Schooler, etc. I may be able to get more detailed information from the paper. If there is another opportunity like this, I will try to use different ways to do research, not only internet websites.
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