A Foundation for Building a Brand

Instructions

Describe the conceptual branding design process in providing a foundation to building a successful brand identity.

GUIDELINES ATTACHED

RESOURCES:

Textbook: Kellogg on Branding
Chapters 1–3

Video: Tim Leberecht: 3 Ways to (Usefully) Lose Control of Your Brand
Watch this video that discusses the theory that organizations should loosen their control on the branding process and allow employees and customers to collaborate in the development of the brand.
Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video is 6 minutes and 27 seconds in length.

Video: Steve Jobs Introduces Think Different – Apple Special Event Excerpt
Watch this video that discusses the need for contemporary brand development to exemplify core values and reflect an organization’s belief system. Steve Jobs expresses the need for a brand to deliver what the organization stands for and to promote its internal passion.
Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video is 6 minutes and 54 seconds in length.

Video: Steve Jobs Narrates the Think Different Ad
Watch this video that discusses the need for individuals to think differently and to take unprecedented steps to create change in the world.
Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video is 1 minute and 1 second in length.

Article: You Are Who You Say You Are – Building a Brand Identity Part I
Review this article that discusses brand development as a process that incorporates product identity, a customer-regulated image, and the product’s mission, vision, and core values.