Brand Design Develop a new brand and visual identity Select a product category which, in your opinion, is in need of product and market development (focus on actual market potential).

Brand Design
Develop a new brand and visual identity
Select a product category which, in your opinion, is in need of product and market development
(focus on
actual market potential).
Having selected a product category and argued in favour of your choice, define the strategic
framework for
building a new brand within the product categoryin question – and present ideas for a new visual
identity
which can support the value and raison d’être of the new brand.
The exercise consists of 4 tasks.
TASK 1A – Choice of product category and basic idea
Briefly state your reasons for selecting the product category in question, and the market potential.
Do a brainstorm about the possibilities for creative product development in the selected category,
and then
list the advantages and disadvantages of the various options.
Scope: Max. 1⁄2 page of arguments in favour of choice of product category.
Max. 2 pages showing your idea generation process. (For example, a picture/a sketch of a mind
map or other
idea generation techniques used.)
Assessment criteria: Creativity/innovation, idea generation and process.
TASK 1B – Strategy
Prepare a strategic analysis of the market and the outside world.
• Map out the current situation in the sector in question based on customers,competitors, culture
and
trends.
• Map out the future situation in the sector in question based on general trends,opportunities and
threats.
Scope: Max. 2 pages.
Assessment criteria: Research, analysis and strategic abilities.
TASK 1C – Branding
Define the framework for building the new brand in the form of a new branding platform,

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