assignment will be to pick 2 competing brands and use the 6 Choice Criteria (memorability, meaningfulness, etc.) in this chapter to evaluate the brand identity of each. Take into account at least 6 brand elements (name, logo, etc.) for each brand and provide reasons for your point of view on the identity of each brand. You can use your project brands if it will help advance your project. This is INDIVIDUAL, not TEAM Quiz, but you can take your best info from teams and add to project under Brand Identity.
NOTE: This question asks for your POV. In the final project this section will include the results of your research, so you can add.
SUGGESTION: Base this quiz on one of your competitor brands and do the research on their brand identity. Use professional business language and the third person. This section will then be ready for your project!
IMPORTANT: There is an excellent student example of this quiz sitting in the beginning of Disc 4. Feel free to check out and use as template if desired. This is sometimes a confusing quiz for students–remember that it is IDENTITY elements not PRODUCT elements!
Turn in two separate files to me:
reference is under the files
In this week’s discussion, I’d like for you to select a multi-brand retailer and a brand specific website to evaluate. Reference this week’s slides regarding the differences between a Brand.com and Retailer.com eCommerce site.
For example, you may select Sephora as your retailer and Urban Decay as your brand or maybe Net-a-porter as your retailer and Alexander Wang as your brand. Macy’s and Michael Kors. Target and Pixi Beauty. You get the point. Just make sure the brand you select is sold at said retailer and also has its own eCommerce site.
I’d like for you to go over the the following:
- Note which your brand and which is your retailer, provide direct links
- Compare Navigation
- Compare Product Assortment (what/how many brand products are in the multi-brand retailer’s site? ie. How many Pixi Beauty products are sold at Target.com and how are they categorized differently, etc.)
- Compare Product Images and Product Descriptions
- Compare any product marketing imagery, promotion strategy