Branding and Positioning
You are to examine opportunities for a new fashion and /or lifestyle brand to be launched, firstly
in London in 2025 then to be made available throughout all the UK by 2030. The target market of
the brand is Gen Z consumers and theme of the brand is wellness. The product type or product
decisions are your own.
Task 1: The Brand Idea – Market Research
From your market research, you will produce a brand positioning map, which positions your brand idea against potential brand competitors. Along with the positioning map, in your report you must provide reasons for why brand idea is different from other brands in the marketplace. You must cite market research reports to support your reasoning. (Source can be: Mintel, Business of Fashion, Financial Times, IBIS World)
Brand Positioning Map (Justify the positions of the brand idea against potential brand competitors)
Reasons for why brand idea is different from other brands in the marketplace
TASK 2: The Brand and Brand Strategy
Brand Target Audience: Who will buy the brand, create a consumer persona
- Brand Positioning: Identify the brand’s position in the marketplace relative to its competitors, create a positioning map
Brand Promise: Create a message that communicates to the target audience what to expect when they purchase the brand
- Logo/physique: Create a visual image for the brand
Brand Personality: Create human (or animal) traits associated with the brand
Brand Relationship: Identify emotional and/or functional ties obtained from the brand
Brand Culture: Identify basic assumptions about the brand
Task 3: Reflection [Follow Gibb’s Reflective Cycle]
Provide a personal reflection on how your ideas have changed as a result of undertaking this coursework. To include:
Your initial brand idea how did you emerge e.g. did an article/newspaper/social media post spark your idea?
In choosing the brand logo, how did you decide on the colour and brand physique?
What from the branding literature your read helped you decide on the brand relationship and culture?
If you were to do the coursework again, how might you plan it differently?
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