Creative Brand Strategy - Task 1 (Case Study & Campaign Proposal)
26/09/2025 - 17/10/2025 | Week 01 - Week 04
Wong Jia Yi Carmen | 0357198 | Section 02
Creative Brand Strategy | Bachelor of Design (Hons) In Creative Media
TABLE OF CONTENTS
LECTURES
Week 2
What is Branding Process?
1. What is Brand Experience?
2. What is Creative Strategy?
3. What is Campaign Visual Identity?
What is Brand Experience?
The definition of brand experience is the collective responses an individual or group has with a brand. This could include emotions, interactions, sensations, thoughts, or any other kind of reaction.
Brand experience is the lasting impression that a company creates with their customer or the general public and how the brand affects their feelings and behavior.
Creating a good brand experience is essential as it helps companies build positive associations between their brand and audience. Great brand experience boosts brand recognition and brand awareness and demonstrates the company and customers have shared values and beliefs.
Why Brand Experience is Important?
Brand experience is important because the reputation of your brand is everything. Brand experience is what informs brand perception, and brand perception is what makes people want to buy from you. Get it wrong, and you may as well signpost all those high-value customers straight to your nearest competitor.
fig 1.0 Why Brand Experience is Important? (03/10/2025)
What makes a good brand experience?
A good brand experience is made up of lots of different factors; in other words, it's never just one thing, meaning that your efforts must be widespread and all encompassing.
Your direct marketing efforts will have an enormous impact on the perception that people have of your brand in the wider marketplace. When a potential customer visits your branded website, they'll want to see a beautiful design that reflects who you are; a good brand experience will also factor in ease of use.
Adverts should showcase your core values and create a clear picture of your personality, while the design of everything your brand lends its name to - from your logo and signage to your social media platforms and customer communications-should elicit positive emotions.
2. Indirect Marketing
Marketing comes from all manner of places, not least of which is your own employees. When you can boast highly engaged employees, they act as the best brand ambassadors you'll ever have.
Your online presence also has a profound effect on brand experience: the way that you interact with people through social media and on your website can make or break a first impression.
Week 3
What is a SWOT analysis?
A SWOT analysis is a simple but powerful tool to evaluate a company's strengths, weaknesses, opportunities, and threats. It provides a clear picture of your current position in the market and helps you identify areas for growth.
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It's a strategic planning tool used to analyse the internal and external factors that can impact a business, project or organization.
fig 1.1 The SWOT Analysis (10/10/2025)
1. Strengths
Internal factors that give you an advantage over competitors. (e.g. brand reputation, strong distribution network)
2. Weaknesses
Internal weaknesses that drain your performance (e.g. limited product range, weak online presence)
3. Opportunities
External factors that present potential for growth (e.g. emerging markets, changing customer needs)
4. Threats
External factors that could negatively impact your business (e.g. new regulations, economic downturn, competitor innovations)
When to use SWOT Analysis in your business?
You can use SWOT analysis in several scenarios for comprehensive business assessment:
- Developing a new business strategy: Ensure your strategy leverages strengths and opportunities while addressing weaknesses and threats.
- Launching a new product or service: Evaluate market readiness and potential challenges.
- Entering a new market: Understand the competitive landscape and market dynamics.
- Evaluating your competitive landscape: Identify where you stand relative to competitors.
- Responding to industry changes: Adapt to new regulations, economic shifts, and technological advancements.
Week 4
Brand Positioning
Brand positioning is a strategic process where a company defines and communicates its unique value proposition to its target audience, creating a distinct place in their minds relative to competitors.
Brand consistency is important for any business. It helps customers recognise your brand and remember what it stands for.
fig 1.2 Brand Positioning (10/10/2025)
Why Brand Positioning is Important?
- Brand positioning is super important because it's what sets your brand apart in a sea of choices.
- It helps your brad stand out by defining its unique personality, benefits, and values. When done right, it creates a strong emotional connection with your target audience, making them more likely to choose your brand and stick with it.
How to find a powerful brand positioning?
Step 1: In order to create a unique and successful positioning for your brand, you need to analyze the following:
- Understand what your consumers want
- Understand what your company's and Brand capabilities are
- Understand how each competitor is positioning their brand
Step 2: Once you've done that, you will need to choose a positioning statement that:
- Will resonate with your consumers
- Can be delivered by your company (capabilities)
- That is different from your competitor.
Step 3: The remaining challenge is to then reflect this brand positioning in everything that you do (brand personality, packaging design, product, service, visual identity design, communications, etc)
How to create a brand positioning strategy?
Making an effective brand positioning strategy is a process that needs to be carefully mapped out.
Here are seven essential steps to making this happen:
- Assess your current brand positioning
- Identify and research your competitors
- Compare your positioning to your competition
- Pinpoint what makes your brand unique
- Create a brand positioning statement
- Implement your new brand positioning
- Evaluate your statement and measure success
Types of brand positioning strategies
- Convenience
With this type of brand positioning, you'll demonstrate why your brand is more convenient than competitors. Whether it's thanks to your product's availability, design, or ease of use, even if your product is at a higher price point, its convenience will make it an attractive option for customers, depending on simple solutions.
- Niche Service
When customers consider your brand niche, it's because the product or service your business offers isn't widely available. Instead of focusing on differentiating yourself from the competition, you can spotlight the fact that you offer something unique, which can't be found elsewhere.
- Problem and solution
Does your product solve a problem that many people have? In that case, position your brand as a powerful solution so that audiences think of it wherever that particular problem arises. One way you can do this through marketing is to address customers' pain points and proving that you offer an immediate and actionable solution
Example of Positioning Statements
- Apple believes their customers (their target market) are innovative, imaginative, and creative and willing to pay a premium price for computers and phones. They love to connect with customers and provide value through innovative products like iPad and iPhone.
- Coca-cola. For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options. Each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options. Cola-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers.
fig 1.0 Creative Brand Strategy's MIB (26/09/2025)
Task 1 / Case Study & Campaign Proposal
Timeframe: Week 01 - Week 04
Description: 1A: Case Study
You are to analyse a well-established Rebranding Campaign of your choosing.
1. Identifying its brand strategy: The Brand Story, Objective and Purpose, Brand Value, Vision % Mission, Target Audience, Brand Positioning.
2. Understanding its brand experience: Features and activities.
3. Reviewing its key visuals and the applications: Identity and usage from different platforms.
1B: Campaign Proposal
You are to propose a Branding Campaign. The campaign will be for a snack of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch. The suggested proposal outline: Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers, SWOTS, Brand Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.
After I've found my partner to work on this project. We listed out many fun brands to research on and my part is to search for M&M and Jelly Belly before we finally decide on a fixed brand.
fig 1.1 Research on M&M and Jelly Bean (04/10/2025)
During Week 3, after consulting with Mr Fauzi, we decided to go for Jelly Belly as it has the potential to benefit from there.
After me and Natasya discuss a little more on Jelly Belly and what kind of campaign we should do, we open up a Canva slide.
fig 1.2 Research on M&M and Jelly Bean (04/10/2025)
Jelly Belly Task 1A&1B
fig 1.3 Task 1A & 1B PDF (18/10/2025)
FEEDBACK
Week 1: No feedback given.
Week 2: Think of a few brands for your case study, you can start researching brands.
Week 3: Crayola and Jelly Belly are great. Discuss and choose one and then you can start with the proposal. Create the slides and submit
Week 4: Brand positioning slides are to be refined. Make sure everyone knows your brand. Otherwise you are good to go.
Week 5: No Feedback Given.
REFLECTION
For Task 1, we were required to find a suitable brand for our case study and campaign proposal. At first, my partner and I were quite confused about which brand to choose, as we wanted something unique yet relevant to the local market. After receiving valuable feedback from our lecturer, Mr. Fauzi, we finally decided on Jelly Belly as our chosen brand. Our idea was to localize the jelly bean flavors by introducing Malaysian-inspired options such as nasi lemak, teh tarik, and durian for the campaign.
Through this task, I learned the importance of brand localisation and how cultural context can influence consumer perception and engagement. It taught me that creative branding is not only about aesthetics but also about understanding the audience and connecting with them through meaningful experiences. My key takeaway from this task is that an effective campaign begins with strong research and clear strategic thinking. I also learned how helpful feedback can be in shaping ideas and pushing them in the right direction, especially when we were uncertain about our initial direction.
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