MEDC 5400 Media Production Management
Choose one of the brands from the list below. Explain whether or not you think the brand you have chosen has a “brand idea,” based on what we have discussed in class. In short, a brand idea is an identifiable principle that gives a brand a clear purpose.
If you agree that it does have a brand idea:
●Concisely state what it is—describe the concept or the principle behind the idea in no more than a single paragraph.
●Summarize the brand idea in a short phrase. (For example, Target’s brand idea is “Design for all.”)
●Explain how the brand brings that brand idea to life both in terms of brand actions and in terms of communications
If you do not believe that the brand has a working brand idea:
●Explain why you believe that and where the brand falls short in that regard
●Describe the brand’s current communications and what those communications do for the brand if they don’t promote a higher brand idea
●Suggest what the brand might do in order to establish a clear brand idea
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