Task 1

25/04/2025- / /2025 (Week 1-)

WU ZIYANG / 0368325

Creative Brand Strategy | BDCM | Taylor's University

Task 1

---

INSTRUCTION

Lecture

Week 1

In the first week, our course will be replaced by a briefing session of another module, which is called "Packaging and Product Design". At the briefing, all the students majoring in design learned that this would be an interdisciplinary project in collaboration with students from the business school and the Department of Psychology, centered around the graduation project of business school students, that is, to develop a specific product. Each major has its own duties, and the division of labor is as follows:

Business school students: Responsible for product development, financial planning and competitive analysis;

Graphic design student: responsible for designing packaging for products;

Psychology student: Responsible for the formulation of the scoring mechanism, competitive analysis and market research.

As students majoring in graphic design, our main task is to carry out packaging design for products. Therefore, at the briefing, all the groups presented their products in turn and expounded their respective design concepts. We see three projects:

Termo Brew: A portable coffee machine specially designed for coffee lovers and can even be placed in a common portable cup. I think this idea is excellent and the team has clearly expressed their conception.

Glow & Flow: A handheld fan with lighting function and customizable personalization. I think there is still much room for improvement in this product.

DYO: A new brand focusing on Tumblr cups, offering a special design that can hold two different beverages. Although the content they presented was not very rich, the visual expression methods they showed through videos were still quite attractive.

After listening to all the introductions, we were asked to form groups and choose one product to continue in-depth development. After group discussions, we finally decided to collaborate with the DYO team. Personally, I think this product is very interesting, and there are also many similar brands that can be used as design references. Moreover, as someone who carries a water cup with them every day, I think this design is very practical and attractive.

After the briefing, we joined the group chat created by business school classmates and began to discuss the arrangements for the upcoming meeting in order to further advance the product design and cooperation details.

Week 2

In the week2 , under the guidance of Mr. Fauzi, we delved deeply into the basic process of brand building. Drawing on his years of practical experience in the industry, he elaborated to us in detail on how to start from scratch when receiving a brand design project and gradually establish a complete brand image and its communication strategy. He presented a clearly structured flowchart covering all stages of brand design, from the initial research, brand positioning, concept development to the final visual presentation. This systematic process provides us with a clear direction and practical guidance for independently creating our brand in the future.

In addition, Mr Fauzi also assigned us a practical task: select a real company as the case object and conduct in-depth research. This task will lay a solid foundation for our upcoming brand repositioning project.

Week 3

This week, we learned and applied the SWOT analysis, a strategic tool. The teacher pointed out that it is an important method for understanding the market environment, which can help us systematically identify the strengths and weaknesses within the brand, as well as the possible opportunities and threats externally.

At the same time, we have gradually realized that in today's rapidly changing industry background, it is particularly crucial to grasp the dynamics of competitors and the development trends of the industry. Such an analysis not only deepens our understanding of the market structure, but also enhances our ability and awareness to conduct strategic planning during the brand repositioning process.

Week 4

Task

Task 1A : Case Study

You are to analyse a well-established Rebranding Campaign of your choosing. 

1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, 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.

I chose McDonald's as the case study of Task 1A because the strategic acuity and brand adaptability demonstrated by this brand ona global scale deeply attracted me. The uniqueness of McDonald's lies in its ability to maintain its core brand value while constantly renewing and reshaping itself in accordance with the background of The Times and consumer psychology, thereby achieving the continuous vitality of the brand. it constructs a highly unified and emotionally resonant brand experience with the brand language represented by "i'm lovin 'it", the store upgrade plan centered on digital transformation, and the brand strategy of integrating local culture with a global perspective.

McDonald's is not only a fast food company, but also a cultural symbol. It has formed a strong brand memory through the comprehensive integration of visual identity, advertising narrative, retail environment and digital interaction. Especially during the process of rebranding, McDonald's has demonstrated how to infuse new vitality into traditional industries through the integration of modern design, technology and environmental protection concepts. This strategic thinking and execution ability have made me realize that brand building is not only about the product itself, but also about how to tell an engaging brand story that can transcend cultures and generations.

Through the research on McDonald's re-branding strategy, I hope to gain a deeper understanding of how to maintain the relevance, creativity and leadership of the brand in the constantly changing market environment.

P1_McDonald's，作者 WU ZIYANG

TASK 1B: Campaign Preposal

You are to propose a Branding Campaign. The campaign will be for a a glimpse 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

Task 1B:Case Study：Rebranding Documents

First, I had a general idea of the entire task, put it in the document, made continuous revisions and summaries, and also made some adjustments when making the slides

Customer Journey Map:

P1_McDonald's，作者 WU ZIYANG