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Part 1: Creative Brand Strategy (Marks 20)
Prepare a Creative Message Strategy Brief for your brand. Once the brief is complete, describe it in a Creative Message Strategy Statement.
Suggested length for Part 1: 3 to 4 pages.
Part 2: Brand Positioning Strategy (Marks 25)
What two product features, attributes, or benefits will your brand use in its IMC campaign? Discuss why this positioning strategy is appropriate in terms of the consumer and the competition. Illustrate your brand positioning strategy in the marketplace on a perpetual map. Once you decide what position you want to own, develop your positioning statement.
Suggested length for Part 2: 4 to 5 pages.
Part 3: Brand Message Strategy (Marks 25)
What brand message will be communicated to the target audience? Explain why this message is suitable for the target market. How will this be communicated (your message strategy)? Identify the message appeal most appropriate to support your message strategy and provide justification for it.
Suggested length for Part 3: 4 to 5 pages.
Part 4: Brand Creative “Big Idea” (Marks 25)
Explain the creative Big Idea you will employ to execute your brand message strategy. Identify the message visuals and the message copy. Describe the storytelling format you decided to use to execute your creative direction.
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