Brand Identity Creation Scoring Criteria Dr.

Nutthaphut Pandjad

Assignment I: BRAND IDENTITY CREATION (10%)

Group Members:
ID Name-Surname Section
1.
2.
3.
4.
5.
6.
7.
8.

Objectives:
Students should understand the concept of a brand identity and be able to create a brand
identity (brand position, brand personality, and brand elements).
Tasks:
Select one commodity product and create a brand identity (brand position, brand personality,
and brand elements) for the commodity product.
Brand Identity Creation Scoring Criteria Dr.Nutthaphut Pandjad

Scoring Criteria:
Topics Scoring Criteria Score and Comments
Brand Position
- Self Analysis - completeness of self analysis

- Competitor - logical competitor identification (1)

Identification and - completeness of competitor analysis
Analysis
- Subset Analysis - POPs and PODs match with self and
(POPs and PODs) competitor analysis (1)

- Target Analysis - logical target identification (1)

and Insight - completeness of target profile
- clear target insight
- Perceptual Map - perceptual map matches with PODs
and target insight (2)

Brand Personality - brand personality matches with target

personality (1)

- Brand Positioning - brand positioning statement written

Statement correctly
- brand positioning statement matches
with perceptual map and brand
personality (2)
- Brand Mantra - brand mantra written correctly
- brand mantra matches with brand
position and brand personality (1)
Brand Elements - completeness of brand elements
- brand elements reflects brand mantra
(1)

+++++ END OF SCORING CRITERIA +++++