Brand Corporate Identity | Task 1: Breaking Brand

23/09/2024 - 29/09/2024 | Week 01 - Week 01

Wong Jia Yi Carmen | 0357198 | Section 01

Brand Corporate Identity | Bachelor of Design (Hons) In Creative Media

Task 1: Breaking Brand

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Table Of Contents

1. Lectures

2. Instructions

3. Research

4. Process

5. Feedback

6. Submission

7. Reflection

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LECTURES

Week 1: Introduction

Brand Corporate Identity is especially relevant in the sphere of graphic design since it means sustaining the image of a brand. In this module, the students get acquainted with designing identity and the role of symbols in communication.

"A symbol is a mark, sign or word that represents, can be used to explain or is understood as explaining an idea, object, occurrence or connection."

fig 1.0 Brand Corporate Identity JPEG Week 1 (26/09/2024)

This module will be devoted to the basic concepts of identity design which you are going to learn. Here you will learn about imagery and will progress up to the stages of building an image and, therefore, a brand. The learning experience comprises a case study where you work on an already recognised brand and comprehend all stages of brand creation. There are four projects in total and all of these are submitted via the eportfolio:

• Project 1- Breaking Brand (Case Study)
• Project 2 - Logo
• Project 3 - Positioning & Identity
• Final Project - Brand Guideline
• Eportfolio - 5 Posts

Fact: It’s much more valuable to focus on the feedback rather than the grades. When applying for a job at a design agency, your performance in school is of little concern, what they want is good work and what you've created.

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INSTRUCTION

                                            fig 1.0 Brand Corporate Identity's MIB Week 1 (26/09/2024)

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RESEARCH

3. Target Market/Audience

• Younger to middle-aged consumers. (Start.io)

• Creative Professional. Apple aims at artistic professionals with music, design, and video editing peripherals and applications such as Final Cut Pro, Logic Pro, iPad Pro and others. (Apple)

• Education Market. Educators and students have a specific marketplace on Apple’s official website where they can find devices, applications, and management tools. (Apple Education)

• Health and Fitness Enthusiasts. Apple especially advertises health and fitness uses with the Apple Watch and Apple Fitness+. (Apple Watch)

3.1 Geographic Segmentation

• The Americas. The largest market for Apple products, especially for companies in the US among other countries, with net sales of $37.6b in Q3 2024. (Start.io)

• Europe. Europe remains the second largest market for Apple. European Sales Information in the Third quarter of 2024 point to a figure of $21.8 billion. (Start.io)

• Greater China. One of the key markets for apple, both as a source of sales receiving over $14.7 billion and manufacturing site. (Start.io)

• Japan. Japan is a developed and technologically advanced market with a well-established brand of Apple that registered sales of $5 billion. (Start.io)

• Rest Of Asia Pacific. Like South Korea, India, Australia, Southeast Asia, and New Zealand, with sales of 6.4 billion. (Start.io)

3.2 Demographic Segmentation

• 18- 24 (Generation Z). Teenagers usually engage in entertainment, Social media, and creativity. Teenagers love iPhones most—research by Piper Sandler shows that in a survey of slightly over 9,000 American teenagers, 87% are iPhone users today in 2023. Millennials and Gen X who prefer results, are employed, and relish creativity. (Start.io)

• 25 - 34 (Millennials). Generation Y predominantly continuously seek functionality, innovation and high-quality product design. Apple is embraced by Millennials as it is often the core which their social existence revolves around. Their iPhone is their buddy and they always have it with them, and their Mac is the most stylish means of getting on top of their working. Apple is beloved by millennials because it is effective. They do not have to concern themselves with the nitty-gritty, processor, speed or the blue screen of death. They just get to use their device as a near-cybernetic appendage of themselves, basically they are pleasantly surprised. (Start.io) (Awsomers.com)

• 35 - 45 (Gen X). To this group of shoppers, product quality, performance, appearance, and durability are paramount. (Start.io)

• Female. The target population most pertinent to the Apple company is women, which makes up approximately 66% of all females while 34% are male. (Start.io)

3.3 Psychographic Segmentation

• Financial Stability. Customers are financially stable and they belong to the higher income group classes who can afford to buy luxury products. (Start.io)

• Risk Aversion. They are not ready to take many risks, which would negate the brand identification with the comfort symbol that Apple brings. (Start.io)

• Brand Loyalty. Apple customers have a strong attachment to the brand, with many feeling that switching ecosystems is more challenging than switching banks. (Start.io)

• Lifestyle Aspirations. Apple’s important clients can be classified as ‘aspirational’ consumers who intend to acquire a certain type of status based on their purchases.(Start.io)

• Spending Habits. Users of products from Apple believe in spending on better life experiences, whether it is on clothes or makeup, these consumers tend to lean more towards quality or luxury experiences. (Start.io)

3.4 Behavioural Segmentation

• Brand Loyalty. A huge part of iPhone’s business specifically, 85%, is from users who use iPhones and decided to shift to the latest model, which shows the kind of loyalty the Apple brand has. Consumers show a propensity to purchase new iPhones, which indicates their desire to have the newest gadget. (Start.io)

• App Store Engagement. High interaction with the App Store is observed, where customers download a huge number of applications and make huge expenditures on application and in-app purchases, acknowledging the presence of active users in the Apple environment. A bias towards gaming apps is observed, about 235,000 gaming apps are found which gives a user behavioural disposition towards indulging in gaming and recreational activities. (Start.io)

• Usage Rates. Apple users are probably regular users of the gadgets since they spend significant money on app subscriptions and in-app purchases ($ 89.3 billion in 2023). (Start.io)

• Product Maturity. The growth of iPhone sales is gradually becoming stable, and that shows a regularity of consumption and upgrades that exhibit a maturity of consumption. (Start.io)

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PROCESS

After we all assigned our own task for each of the categories, I went ahead and started my research on my part and documented it in a Google Doc.

   fig 1.0 Process of researching the Proposal Week 1 (26/09/2024)

After we finished our part, I started my presentation slides for our proposal.

  fig 1.1 Process of doing the slides of the proposal Week 1 (30/09/2024)

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FEEDBACK

FEEDBACK:

Group Project Research topic for Task 1 is approved. For task 2, Ms Tai said to go for option 1 as is the best from the rest I’ve come up with. Really focused on the aspect of the business and brand name later when started doing the mind map.

NEXT PLAN OF ACTION:

Started researching key points for the title of Task 1 and working on the mind map for task 2 before sketching next week.

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SUBMISSION

Task 1: Breaking Brand

Timeframe: Week 01 - Week 02

Deadline: Week 03

Description: Project 1 (Group effort, individual submission) Select an existing brand, preferably a large brand that has a regional or international presence for the purpose of analysis. Breaking a brand essentially requires the student to deconstruct a brand. 

My groupmates and I decided to go for Apple. After that, we all separate the task assigned to which one of us is gonna work on that part.

Research Proposal

 fig 1.10 Task 1 Research Proposal Week 1 (26/09/2024)

Presentation Slides

                                                fig 2.0 Task 1 Research Proposal Week 1 (28/09/2024)

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REFLECTION

Experience 

Being tasked with a group research proposal on the brand Apple was an exercise in futility as well as fruitful. Our assignment was subdivided into areas of specialization as each of us was expected to work on one part. I was initially sceptical because sometimes I am unlucky enough to have group members who do not pull their weight in any group projects and end up doing most of the work myself. Of course, I was concerned about how this proposal would go.

At the onset, proper coordination was maintained and responsibilities were divided according to the individual’s speciality and preferences. Scheduling discipline made it possible for me to know that everyone was working as expected, which was quite inspiring to note that my team members were very committed to the task assigned to them. 

Observations

I had some reservations in doing the research proposal for Apple because of previous experiences where most of the group members turned into free-riders and contributed little or none at all. However, as we synced the distribution of tasks with the categories of the assignment, my observations changed. It seemed like everyone was on the task. I observed that clarity in task assignment as well as concern for the topic did matter a lot. This group was much better compared to my past ones. That notwithstanding, I ensured that the progress was monitored closely to make sure the final proposal met the desired standard. This experience satisfies the understanding of the fact that every group project requires both cooperation and individual responsibility.

Findings

We shared responsibilities equally to make certain that we will all make final output. Because every member of the team was given an area of Apple’s strategies to focus on, there was always someone to hold responsible for a given task, which minimized instances where some issues could be overlooked because others had been assigned to handle them. Another way we took to step up collaboration was frequent status meetings where we were reporting progress and giving feedback. This was an advantage because not only did it guarantee that all sections were researched and done to the best of our abilities but also because it made it possible to improve where necessary noting areas of weakness within the team. Lastly, the final proposal was integrated from where it could be seen how fractal planning and group cooperation could contribute to the future improvement of planning activities where group prejudice may be the first consideration.

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