Brand Corporate Identity / Task 1: Breaking Brand

Nadhrah binti Abdul Razak / 0359620
Brand Corporate Identity / Bachelor of Design (Hons) in Creative Media
Task 1 - Breaking Brand
LECTURES

Lecture 01: Introduction 
INSTRUCTIONS


For our first task, it involved selecting an existing brand with a regional or international presence for analysis. The aim of this assignment was to deconstruct the brand as part of the project. While this was a group effort, the submission was individual. The brand that my group and I have chosen to talk about is Netflix. We then analyzed its core elements breaking it down to understand its overall structure and strategy.

During the process of analyzing the brand 'Netflix', we took into account of the outline/framework that was given. Those frameworks are:

A) BRAND PROFILE

1. Description
1.1 Summary Description
1.2 Target Market/Audience
1.3 The Offer
1.4 Specific Benefits

2. Brand Value
2.1 Retailer's Perspective
2.2 Customer's Perspective

3. Brand Positioning
3.1 Why This Brand & Not Competition
3.2 How it positions itself towards the target market
3.3 Who are the Competition

4. Unique Selling Proposition (USP) 

B) EXPANDED BRAND PROFILE

1. Description
1.1 Founder
1.2 Location
1.3 Logo/Logo evolution
1.4 etc

2. Benefits

3. Target Market/Audience 
3.1 Geographic Segmentation
3.2 Demographic Segmentation
3.3 Psychographic Segmentation
3.4 Behavioural Segmentation 

4. Competitive Differentiation

5. Pricing

6. Distribution

7. Brand's Positioning Statement

8. Brand's Voice

9. Brand's Communication Strategy 
EXERCISES

Research Document, PDF (Group work)


Netflix Brand Slides, Individual work

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