Uber Brand Book

You will create a brand book for the brand you have been working with all semester. The book will cover all of the points below. ONLY WRITE THE RED PART V-VIII (Section5 Brand element-8 Create the IMC).


 I           Provide an overview of the company you have created that is producing the brand you are

creating and Identify:

• What kind of business is this? • What is the rationale behind producing this brand? • What is the real/perceived need this brand will fill? • Why have you decided it is necessary to enter the market place?  

II          Identify the vision and culture adopted by the organization

• How do they contribute to the external image of both the company and the brand.

III         Situation Analysis:

• Identify key competitors and determine their positions as well as their relative strengths and weaknesses.

• Identify what brand associations they incorporate. • Identify the market. • What are the trends and opportunities that provide justification for

the entrance of your product/service/experience? • Identify the target audience. What are their values, needs, and

expectations from entrants in this product category? IV         Positioning:

• Create a positioning statement for the product. • Define the value proposition and the promise of the product. • Explain how the expectations of the brand will be managed through

creative and message strategies.  

V          Brand Element and Personality Development:
 Choose the brand elements including:

• Name • Logo • Symbol/Character • Packaging • Slogan VI         Marketing Program Strategies:
 Elaborate on your IMC mix, in order to reflect which elements will contribute to:

• Memorability • Meaningfulness • Transferability • Adaptability • Protectability VII        Product, Price, and Distribution Strategies:

• Create the Product Strategy and include the functional and emotional benefits.

• Create the price strategy and establish how it contributes to the perception of value e.g. More for More, More for Less, etc.

• Provide details on distribution channels e.g. Intensive or Limited. VIII       Create the IMC and Digital Strategies:

• Identify the communication strategy and mix elements necessary to reach your intended audience. Give examples to illustrate the single- minded look and feel across elements and demonstrate how you’ll integrate multichannel platforms.

IX         Leveraging of Secondary Associations:

• Determine what secondary associations can be utilized to contribute to furthering awareness, meaning, and transferability.

• Secondary associations can include: the company, direct/indirect channels of distribution, component/co-brands, endorsements, events, etc.

X          Brand Awareness:

• Outline the elements that will drive brand awareness. Specifically, what attributes will your brand incorporate to add value and drive

depth and breadth of awareness? Illustrate how these will be measured.

XI         Brand Associations:

• Illustrate the associations necessary to competitively position your product/service/experience. Use a branding pyramid or prism to help visualize your approach.

• These associations must be strong, favorable and unique. • Demonstrate points of parity and differentiation, as well as

favorability in terms of your ability to deliver on the promise of the product and the consumer’s desire to buy.

 

XII        Brand Narrative:

• What is the story you are going to tell about the brand? • What emotions will you draw upon? • How do you integrate the 5 sources of connectivity (promise,

strategy, story, freshness, and experience) into the narrative? • Is your approach claims driven or purpose driven? XIII       Brand Objectives and Outcomes:

• What are your expectations for the brand? • What methods will you incorporate to build brand equity? • What are the possible outcomes? • What recommendations can you make to measure brand equity?  Links to brand books/guides:
 issuu.com/bondo/docs/skype_brand_book_-_look

 (Links to an external site.) 
 
 webdesignerdepot.com/2013/11/20-inspiring-branding-guides/

 (Links to an external site.) 
 
 designshack.net/articles/graphics/how-to-build-a-brand-bible-visual-style- guide/

 (Links to an external site.)