Assignment 2:Brand
Personality (Sec 401 only)
A.Kwanta Sirivajjanangkul
Albert Laurence School of Communication Arts
Department of Advertising
2013
Assignment 2
1. Referring to Assignment1: Brand Positioning
– 3 chosen brands in the same product category ex.
Coke,Pepsi,Est cola
– Review and conclude brand positioning statement
for each brand
2. Analyze the brand personality of those 3
brands
1. If a brand becomes a person
•
Demo, Psycho, Behavior (write as a profile of this
specific person, be very specific)
2. Find one picture of that person which could
represent the personality
•
Referent photo, illustration, picture
Assignment 2
3. From the provided case study:
1. analyze the brand attributes and conclude brand
positioning statement
2. Analyze brand personality (if a brand becomes a
person – demo, psycho, behavior)
3. Find one picture of that person which could
represent the personality
•
Referent photo, illustration, picture
Case Study
• Mobile Phone
– http://www.youtube.com/watch?v=Mo1sN
m8c2cw
• Cola Drink
– http://wholeearthfoods.com/product/sparklingorganic-cola-drink/
• Coffee Shop
– http://www.theatlantic.com/health/archive/2012/
11/around-the-world-in-concept-coffeeshops/265341/
• Car
Case Study
– http://www.youtube.com/watch?v=cdgQpa1pUU
E
• Fast food
– http://evolutionfastfood.com
• Mobile Phone Network
– https://www.freedompop.com
• Body Lotion
– http://www.hempzsuncare.com
– http://www.totalhealthathome.com/designerskin-undercover-angel-lotion.php
Assignment 2
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Group Work : 4 -5 members in group
All group members need to present
This assignment is worth 10%
Make a 15 minutes presentation in ppt or
keynote
– Print out 1 presentation handout
( 3 slides per one page)