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Instructions:
Luxury Brand and Marketing Gucci Question Essay
Consistency is the hallmark of successful brand management. Unfortunately, attaining a consistent look, feel, tone, and content across the numerous customer touch points defining the customer experience (e.g., websites, customer interactions, advertising, packaging, social networks, radio, commercials, billboards etc.) is nearly impossible. Further, Strategic Marketing Communications can be fragmented and confusing due to the sheer number of communication outlets and creative tactics used in brand building. Unfortunately, ensuring the brand elements and messaging actually enhance rather than undermine the brand voice across platforms is often left to chance.
There is an easy fix for what ails brand voice management: a written document that outlines the name, logo, and visual style of the brand, and communicates concise parameters about how to present and speak about the brand is a tool often used by managers to enforce consistency. When properly designed, this document can limit marketing practices that confuse brand meaning and undermine brand image.
For this assignment, students will select a luxury brand for which they will produce the necessary brand voice guidelines and assess current brand communications against the newly developed requirements that they impose. The information below provides instructions for preparing the required 2-page (single-spaced) report.
Brand Voice Guideline (what the Brand currently has): Students will identify and interpret the (1) brand personality and (2) visual style. The investigation should include the name, logo, slogan/taglines, colors, images, and other elements that characterize the brand in the marketplace currently. Students should think about how to creatively use the limited space allotted for communicating the Brand Voice Guidelines. Follow TheWritten Expression of the Intel Brand Personality as a template for this assignment (refer to pp. 1–18 only) located in Blackboard in resources folder. (1 single-spaced typewritten page)
Marketing Communications Sampling: (Is what they are wanting to portray really happening) Students will identify a sample of brand communications across multiple communication vehicles currently used by the luxury brand and then evaluate their effectiveness in supporting the brand voice. Drawing on Dolan’s (2000) discussion of major communication vehicles, students will recommend actions to correct major discrepancies between the newly compiled Brand Voice Guidelines and actual brand messaging activities. The Dolan (2000) article, “Integrated Marketing Communications,” is contained in the Blackboard in the folder titled resources (1 single-spaced typewritten page)
An appendix containing summary descriptive or visual content is permitted, show me what they are doing right and wrong, give explanations and visuals. (5 pages maximum)
Luxury Brand and Marketing Gucci Question Essay
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Luxury Brand and Marketing Gucci Question Essay |
Luxury Brand and Marketing Gucci Question Essay