Creation of a brand

4/12/19, 6)55 PMCreation of a Brand

Page 2 of 8https://mycourses.hult.edu/courses/2457478/assignments/20869635

Brand CreationBrand Creation

CriteriaCriteria RatingsRatings PtsPts

5.0 pts

5.0 pts

Brand Concept,

Country of Origin,

and Name

A description of

the rationale of

how your brand

will create,

deliver, and

capture value for

itself as well as

the customer.

What is your

brand idea? From

which country

does your brand

originate? What

makes this

important? How

does this

contribute to the

brand’s value?

What is your

brand’s name?

Naming rationale.

350 words

5.05.0 ptspts

Full MarksFull Marks

Degree of originality to

brand concept/distinctive

character. Depth of

understanding of value

capture. Creativity of

brand name. Name

rationale is well

articulated.

3.03.0 ptspts

Middle marksMiddle marks

Degree of originality to

brand concept/distinctive

character. Depth of

understanding of value

capture. Creativity of

brand name. Name

rationale is well

articulated.

0.00.0 ptspts

No MarksNo Marks

No degree of originality to

brand concept/distinctive

character. No

understanding of value

capture. Lack of creativity

of brand name. Name

rationale is not well

articulated.

Brand Purpose

What is your

brand’s purpose

in the life of its

customers? E.g. -

IKEA’s vision isn't

just to sell

furniture, but

rather, to "create a

better everyday

life." 50 words

5.05.0 ptspts

Full MarksFull Marks

Succinct, direct, and clear

identification of purpose.

3.03.0 ptspts

Middle marksMiddle marks

Less succinct, less direct, and

unclear identification of purpose.

0.00.0 ptspts

No MarksNo Marks

No clear

identification of

purpose.

4/12/19, 6)55 PMCreation of a Brand

Page 3 of 8https://mycourses.hult.edu/courses/2457478/assignments/20869635

5.0 pts

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Brand Value

Proposition

Brand Value

Proposition is a

business or

marketing

statement that

summarizes why a

consumer should

buy a product or

use a service.

This statement

should convince a

potential

consumer that

one particular

product or service

will add

more value or

better solve a

problem than

other similar

offerings. 200

words

5.05.0 ptspts

Full MarksFull Marks

Clear and concise description of: How your product or service

solves/improves problems What benefits customers can

expect Why customers should buy from you over your

competitors

3.03.0 ptspts

MiddleMiddle

marksmarks

Less

clear

and

concise.

0.00.0 ptspts

NoNo

MarksMarks

Not

clear.

Not

concise.

Brand

Competitive

Category

In what specific

category will your

brand compete? if

skincare—what

specific segment?

if restaurant—

what segment of

fast-food? What is

the competitive

set? Against

which other

brands does your

brand primarily

5.05.0 ptspts

Full MarksFull Marks

Insightful description of

category with at least three

primary competitors identified,

with rationale.

3.03.0 ptspts

Middle marksMiddle marks

Basic description of

category with at one or

two primary competitors

identified.

0.00.0 ptspts

No MarksNo Marks

Scant description of

category with no

primary competitors

identified.

4/12/19, 6)55 PMCreation of a Brand

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compete? 150

words

Brand Target

Audience

Demographics,

psychographics.

Primary audience,

and potential

secondary

audience(s).

Target Customer

Persona: Create a

360° description

of the ideal target

customer: name,

age, gender,

education,

location, job,

income,

household details,

life goals, values,

fears, etc. 200

words

5.05.0 ptspts

Full MarksFull Marks

Fully described target

audience, with finely

delineated customer

persona, appropriate to the

brand, with an

understanding of the

category drivers.

3.03.0 ptspts

Middle marksMiddle marks

Minimally described

target audience, with

basic customer persona,

appropriate to the brand,

with little understanding

of the category drivers.

0.00.0 ptspts

No MarksNo Marks

Poorly described target

audience, with flawed

customer persona,

inappropriate to the

brand, with no

understanding of the

category drivers.

Brand price/price

strategy.

How much will it

cost? Pricing

strategy. 75 words

5.05.0 ptspts

Full MarksFull Marks

Pricing strategy

appropriate to brand

positioning, value, and

target customers,

3.03.0 ptspts

Middle marksMiddle marks

Pricing strategy not well

thought-out in relation to

brand positioning, value, and

target customers,

0.00.0 ptspts

No MarksNo Marks

Pricing strategy makes no

sense in relation to brand

position, value, or target

customers

Brand Positioning

and Strategic

Differentiation

What is its brand

positioning? What

are the reasons to

believe the brand

positioning? Why

5.05.0 ptspts

Full MarksFull Marks

Full and insightful

description per rubric

requirements. Good

understanding of the brand's

differentiation and how that

is achieved. Degree of

3.03.0 ptspts

Middle marksMiddle marks

Limited description per

rubric requirements. Poor

understanding of the

brand's differentiation and

how that is achieved.

Degree of originality.

0.00.0 ptspts

No MarksNo Marks

No description per

rubric requirements. No

understanding of the

brand's differentiation

and how that is

achieved. Not original.

4/12/19, 6)55 PMCreation of a Brand

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is it true? What is

your brand’s key

competitive

differentiation?

How is

differentiation

achieved? What

makes it unique?

Special features

or attributes. 400

words

originality.

Brand Personality

What is your

brand’s

personality?

(Think of your

brand as a person

and describe the

desired

personality.) What

emotional

benefits are

associated with

your brand? 75

words

5.05.0 ptspts

Full MarksFull Marks

Fully realized

understanding of the brand

with a personality clearly

aligned with brand position,

story, and DNA. Insightful

understanding of emotional

benefits and their

appropriateness to target

customers.

3.03.0 ptspts

Middle marksMiddle marks

Limited understanding of

the brand with a

personality vaguely

aligned with brand

position, story, and DNA.

Little understanding of

emotional benefits and

their appropriateness to

target customers.

0.00.0 ptspts

No MarksNo Marks

No understanding of the

brand with a personality

not aligned with brand

position, story, and DNA.

No understanding of

emotional benefits and

their appropriateness to

target customers.

Brand DNA

What’s is your

brand’s

identifiable DNA?

The

characteristics

that are core to

your brand,

without which

your brand would

not be itself. 200

words

5.05.0 ptspts

Full MarksFull Marks

Clear and coherent linkage

between the brand DNA

characteristics and brand

positioning, value

proposition, differentiation,

and story.

3.03.0 ptspts

Middle marksMiddle marks

Less clear and less coherent

linkage between the brand

DNA characteristics and

brand positioning, value

proposition, differentiation,

and story.

0.00.0 ptspts

No MarksNo Marks

No linkage between

the brand DNA

characteristics and

brand positioning,

value proposition,

differentiation, and

story.

4/12/19, 6)55 PMCreation of a Brand

Page 6 of 8https://mycourses.hult.edu/courses/2457478/assignments/20869635

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Brand Story

What is your

brand’s story?

The narrative that

describes the

creation,

inspiration, and

sustaining value

of your brand.

350 words

5.05.0 ptspts

Full MarksFull Marks

Clear, well-written,

compelling, engaging

narrative, with high degree

of originality and creativity.

3.03.0 ptspts

Middle marksMiddle marks

Less clear, disorganized,

uncompelling, not particularly

engaging narrative, with low

degree of originality or creativity.

0.00.0 ptspts

No MarksNo Marks

Brand story

makes no

sense in

relation to

brand concept.

Brand Style

What are your

brand’s style

guidelines? Color

palate Graphic

style Mood

board(separate

attachment)

5.05.0 ptspts

Full MarksFull Marks

Creative and original

approach to brand graphic

and image style. Well

thought-out and executed

mood board.

3.03.0 ptspts

Middle marksMiddle marks

Approach to brand graphic

and image style lacks

originality or creativity. Poorly

thought-out and executed

mood board.

0.00.0 ptspts

No MarksNo Marks

Poorly thought-

out/inappropriate

approach to brand

graphic and image

style. No mood board.

Brand Experience

Mode

What experiential

mode does your

brand express?

Sense, feel, think,

act, or relate.

Does your brand

relate to the

“heart” or to the

“head”? Why? 100

words

5.05.0 ptspts

Full MarksFull Marks

Insightful understanding of

concepts from Class 10

presentation. Insightful

understanding of emotional

versus rational appeal.

3.03.0 ptspts

Middle marksMiddle marks

Little understanding of

concepts from Class 10

presentation. Little

understanding of

emotional versus rational

appeal.

0.00.0 ptspts

No MarksNo Marks

No understanding of

concepts from Class 10

presentation. No

understanding of

emotional versus rational

appeal.

Global Context

Brand

Sustainability

What is the global

context for your

brand? Will its

positioning need

to be modified for

5.05.0 ptspts

Full MarksFull Marks

Insightful understanding

of global/regional

realities and product fit

into different geographic

markets. Appropriate

3.03.0 ptspts

Middle marksMiddle marks

Limited to basic

understanding of

global/regional realities

and product fit into

different geographic

0.00.0 ptspts

No MarksNo Marks

Little to no understanding

of global/regional realities

and product fit into

different geographic

markets. Inappropriate or

4/12/19, 6)55 PMCreation of a Brand

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different

regions/countries

of the world, or is

it globally

relevant? What

plan do you have

to sustain your

brand long term?

300 words

plan for brand growth

based on textbook

concepts.

markets. Unrealistic plan

for brand growth based on

textbook concepts.

no plan for brand growth

based on textbook

concepts.

Brand Advertising

What is your

brand’s

advertising

campaign main

idea? What is the

campaign tagline?

f your brand were

to hire one

person to

represent the

brand in

advertising, who

would that be?

Rationale/fit with

target customers

200 words

5.05.0 ptspts

Full MarksFull Marks

High degree of

creativity/originality.

3.03.0 ptspts

Middle marksMiddle marks

Medium degree of

creativity/originality.

0.00.0 ptspts

No MarksNo Marks

Little evidence of

creativity/originality.

Brand Special

Features

What are any

special features of

your brand? E.g.

social impact, key

sponsorships,

celebrity

endorsements,

high profile

founder… 50

words

5.05.0 ptspts

Full MarksFull Marks

Original ideas for special

features, well aligned

with brand position, and

target customers.

3.03.0 ptspts

Middle marksMiddle marks

Not particularly relevant ideas

for special features, poorly

aligned with brand position,

and target customers.

0.00.0 ptspts

No MarksNo Marks

No ideas for special

features, not aligned

with brand position,

and target customers.