Branding: The Creative Journey

Brand Identity and Strategy

Capstone Instructions
Congratulations for completing the Course in Brand Identity and Strategy. The next
step is to move on to the following peer-reviewed Assignment in order to apply the
knowledge that you have obtained along this course.
Welcome to the Capstone Project!
The main objective of this project is to develop a brand identity from zero by creating a
branding strategy based on the following case.

Your friend is an entrepreneur who has a supposedly fully developed a business plan
in order to launch a restaurant in Menorca, one of the Spanish Balearic Islands. His
objective is to attract both locals and tourists with an interest for the Mediterranean
diet. He also needed to create an innovative touch in the branding of the restaurant.
After talking to you, a branding expert, he realizes of the importance of building a
powerful brand and asks for your help.
Your objective is to create a fully developed brand strategy and identity for the
restaurant in Menorca. Your branding plan must include the following elements:

1. Brand Segmentation: “Who is the core consumer segment my brand is

positioned for?”- The result should be based on the Iceberg Model including
the usage and purchase behavior, psychographics, motivations and
demographics.

2. The Brand Positioning and Positioning Map: This should be a short statement,
which covers all the elements taught along the course: the target, frame of
reference, difference points and reasons to believe. The map should start with
the definition of the category as well as placing your competitors.

3. The Brand House: Define the consumer insight, the market category your
business belongs to, ,point of difference brand values and the brand
personality.
 4. The Brand Manifesto: The values, beliefs and actions of your brand. This should
bring your brand positioning to life by enhancing it with the identified elements
in your brand house and story.

5. The Brand Identity: You will have to address the different identity points by
describing: the logo, the name and the look and feel of the brand.

The result should be a 4-page document identifying the above points. The estimated
completion of the project is 2 hours.