Week 1 Assignment :

PROMPT

Creating a brand identity for your small business that helps define your brand image is an important
task that many neglects. But there are definitely benefits for businesses that take the time to
establish their brand and use it consistently. Creating a brand identity that reflects your values can
create a strong connection with your customers. Implementing your brand consistently on all media
platforms, whether online or offline, helps customers distinguish you from your competitors Being
true to your values and providing excellent customer experience shapes the perception that
customers have of your brand. So, it is important to understand that corporate identity, brand identity
and brand image are different. And those differences are important to the success of your marketing.
Corporate identity Corporate identity is the visual aspects of the company style and typography with
guidelines on how these elements aroused across all media types. Media types include your
website, marketing collateral, social media profiles and other physical representations of your
business. Visual elements include logo, color palette and fonts and anything that provides a visual
representation of your business. When you establish a clear and consistent corporate identity, you
achieve a distinctive image that clearly differentiates you from your competitors. Being different
makes it easier for your customers to remember you. Having a consistent look and feel across all
communications creates a strong brand. In order to maintain consistency across all media, it is
helpful to create a style guide. This guide ensures that any time your target audience sees your
business online or offline, it is consistently represented and therefore, more memorable. Brand
identity Brand identity is the total value proposition that a company makes to its customers. It may
consist of features and attributes, benefits, performance, quality, service, support, and the values
that the brand possesses. Your brand identity plays a role in whether a customer chooses you over
your competitors.

PROMPT

Choose your organization or, if you are not employed, a brand you are particularly interested
in and determine what differentiates the brand from its nearest competitor. Is the most
important reason one might choose the brand is because it has a lower price? Or are there
significant functional-performance or service-level differences? Or is it mostly something
about the customer experience at different stages of the customer journey (e.g., during
purchase, usage, after-sales service)? Look at the 3E’s video again, if you are unclear about
this. Please reflect on what you learned doing this exercise in just a few sentences. You need
to submit at least 100 words to pass this assignment.

Brand image is the way a customer thinks or feels about your brand based on the experience they
may have with your brand. Depending on whether this experience is good or bad determines your
brand image. In other words, your brand image influences your reputation. If the customer has a
negative experience, you have to work hard to change the perception of your brand. If customers
have positive experiences, you are more likely to build customer loyalty and a very strong
competitive advantage for your brand. Monitor your brand to avoid surprises Your business works
hard to develop a strong brand identity. It’s easy to set it and forget it, but that can be a problem.
Monitor your citations, social media profiles, website and off-line marketing materials to ensure your
brand remains consistent in how it is used. When you are monitoring your brand, also make sure
there are no surprise bad reviews that haven’t been responded to. That is the quickest way for your
brand image to be misaligned with your brand identity. Staying true to your brand Once you have
established your brand identity, you must remain consistent in how you interact with your
customers. Your public personality may be friendly and inviting, but if a customer has a negative
experience with your business, it can drive that customer to your competition.

Week 2 Assignment :
PROMPT

Design a Brand Experience Look at the worksheet on slides 29 and 31 from the video
“Designing brand experiences, part 2”. Think of the brand promise (this was the “Bar Stool
Test” in the To Do from Module 1) for one of your own brands or, if you are not employed, a
brand you are particularly interested in. Select a single moment-that-matters along the
customer/consumer journey – e.g., making a payment, complaint handling, usage,
communications, social media, contract renewal – and describe how you can better bring the
brand to life. Please reflect on how your idea will improve the delivery of the brand promise in
just a few sentences. You need to submit at least 150 words to pass this assignment.

Brand Experience Design speaks to our desire to help organizations design and build powerful
human experiences. Brand is not just a logo and tagline; we believe it is the sum of both your
internal (employee) and external (audiences) experiences. The best companies are intentional about
their brand from the moment a new customer walks in the door or a new hire first sits down at their
desk. Our work is to partner with these organizations and help them design these powerful moments
and interactions.
Yes, these organizations want to grow their revenue and profit, but they are also driven by a more
powerful mission – they want to change the world. Maybe it’s a local change, such as improving the
lives of the less fortunate in their community. Maybe it’s a national or global goal, such as making
education accessible for all. Maybe they are nonprofit, maybe for-profit. It doesn’t matter.

Week 3 Assignment :
PROMPT

3B Alignment Exercise

If you are currently employed, look across your written codes or guides of behavior. If you
are self-employed, you may not have these written down, so this might be an opportunity for
you to do so. Alternatively, go to a different organization’s website and try to find this type of
information:

1. On the business side, what are the vision, and purpose or mission?
2. On the brand side, what is the “brand promise”? This may be stated in a
slogan or in a customer-facing advertisement, website, or brochure.
3. On the behavior side, what are the “core values” or “principles”? Some
organizations also have an Employee Value Proposition (EVP), a competency
framework, a leadership model, or some kind of “our ways of working” model, if
this is available.

Each of these codes or guides have their own particular use, so they will not be the same.
But they are also general guides to behavior. Ideally, therefore, they should be connected in
some way and support each other.

To what degree do you see an alignment between the codes or guides across business,
brand and behavior?

Please reflect on what you learned doing this exercise in just a few sentences. You need to
submit at least 200 words to pass this assignment.

Each of these codes or guides have their own particular use, so they will not be the same. But they
are also general guides to behavior. Ideally, therefore, they should be connected in some way and
support each other. To what degree do you see an alignment between the codes or guides across
business, brand and behavior? Please reflect on what you learned doing this exercise in just a few
sentences. You need to submit at least 200words to pass this assignment. Michael Page mission is
to change lives from all our stakeholders and the vision is to be able to do it at the greater scale.
Change lives is the brand promise Core Values are contribution and service

Week 4 Assignment :
PROMPT

Look at the brand practices on slide 21 from the video “Brand practices, part 3”. For one of
your own brands or, if you are not employed, a brand you are particularly interested in, think
of the brand promise (this was the “Bar Stool Test” in the To Do from Module 1). Select a
single brand practice – e.g., recruitment, on-boarding (induction), training, reward and
recognition – and describe how you can better bring the brand to life through this. How might
the change you propose better get people to understand and accept the brand, become
advocates and/or ensure that people’s actions better deliver on the brand promise going
forward? Please reflect on how your idea will improve the delivery of the brand promise in
just a few sentences. You need to submit at least 150 words to pass this assignment.

We can improve our brand by making our recruiting more cultural and digital based for our company.
this will allow showing a continuous improvement of our ways of having a great service not only to
our clients but employees.

Week 5 Assignment :

PROMPT

Think about what you've learned in this course. Please pick the three main concepts that you'll be
taking away from this course. For each concept, provide a short description and specify why you
think this concept is important. (Aim for 300-500 words.)

1. Brand Identity: In retailing world, different brands vary in the power and value they command.
Some brands are very popular and have high level of awareness in terms of name recall and
recognition while others are entirely unheard by the people. Aaker defines brand identity as “a
unique set of brand associations that the brand strategist aspires to create or maintain. These
associations represent what the brand stands for and imply a promise to customers from the
organization members”. According to me Brand identity Concept is very important as it reflects brand
manager’s decisions of what he wants to communicate to its potential customers. However,
overtime, a product’s brand identity may acquire (evolve), gaining new attributes from consumer
perspective but not necessarily from the marketing communications an owner percolates to targeted
consumers.2. Brand Image: Brand identity describes what the brand is all about, what its inherent
features are and how it is different from other competing brands while brand image reflects the
perceptions of customers about the brand. Brand image is the sum total of impressions created by
the brand in the consumer’s mind. It is based on the concept that consumers buy not only a product
but also the bundle of associations such as wealth, power, sophistication, etc. Brand image can be
reinforced by brand communications such as packaging, customer service, promotion, advertising,
word-of-mouth and so on. The image of a brand can lead brand value upwards or downwards. For
instance, when the stock broking agents’ ‘Reliance’ or coconut oil is ‘parachute’, its value moves
upwards. This shift is the result of brand name. According to me Brand images concept is really
important as this is evoked by asking consumers the first words/images (views come to their mind
when ascertain brand is mentioned sometimes called “top of mind”). When responses are similar,
quick or describe the product/experience in some way, image is said to be strong. In case responses
are highly variable, not quick, or refer to non-image attributes such as cost, it indicates weak brand
image.3. Brand Position: A brand is the part of the brand identity and value preposition that is to be
actively communicated to the target audience that sets it apart from the competition. A brand
manager needs to establish communication objectives and plan the creative execution strategy. The
beginning of an execution strategy is the brand positioning statement. The statement basically
describes the “place” that a brand should occupy in the minds of target customers. In simple sense,
it means how a brandy seen in the market place focuses on what is unique to the brand. According
to be Creating a unique position in the marketplace involves the careful selection of target market
and establishing clear differential advantages in the minds of customers. This is achieved through
brand image, brand name, service, design, guarantee, warrantee, packaging, delivery, etc.

PROMPT

Pick one of the concepts you outlined in question one and choose a brand that does
particularly well in that dimension. Explain why you chose this brand and provide details
and/or examples of how exactly it does well in relation to the concept. (Aim for 200-300
words.)

The Brand Image of McDonald's is quick and inexpensive food. The food, stores, service;
commercials and other such elements consistently reflect the image of the brand. Additionally, it
creates an image in the minds of customers as affordable food with which customers are quite
comfortable. They know what will be getting once they come to McDonald’s. Brand image can be
reinforced by brand communications such as packaging, customer service, promotion, advertising,
word-of-mouth and so on. The image of a McDonald’s brand leads its brand value upwards compare
to its competitor Burger king or KFC. The brand has managed to create its image which defines
belief and trust. Consumers of McDonald’s are convinced that the brand will deliver satisfactory tasty
food within affordable price. McDonald’s has created animagi in the mind of its customers that if they
want to enjoy Burgers in any meals of the day, their hunger will be satisfied and is a good way to
maintain their Purse and Budget. As a result, consumers mostly go for McDonalds as the brand is
synonymously been associated with trust.