| PROJECT PART ONE: Research and Content of Category Competition 275 points | |||||
| 1. Competitors’ Brand Review 35 points | Accomplished 35 – 31.5 | Competent 31 – 28 | Developing 27.5 – 24.5 | Introductory 24 – 0 | |
| Brand/Product Description Relationship to Corp Parent Brand Objectives Brand Identity Elements Brand History PLOs 1 & 2(S) SLOs 1,2,4,6 | Research is through and analysis is sophisticated with strong knowledge of industry and shows excellent understanding of the company’s opportunities and challenge. All design elements are identified and create a cohesive identity/image that does an excellent job visually supporting the brand DNA. History of organization gives full and complete understanding of organization and DNA of the company culture. | Research is complete and adequately applied and analysis shows general knowledge of industry and shows good understanding of the company’s opportunities and challenges. Most design elements are identified and create a cohesive identity/ image that visually supports the brand DNA. History of organization gives a broad overview of organization and the company culture. | Research is incomplete and/or inadequately applied and analysis shows limited knowledge of industry and limited understanding of the company’s opportunities and challenges. Missing some design elements and does not create a cohesive identity/image that visually supports the brand DNA. History of organization is general information and does not give good insights into the company culture. | Research is incomplete and inadequately applied. Analysis shows no knowledge of industry and/or shows little understanding of the company’s opportunities and challenges. Missing most of design elements. Little creative thought is given to image and does not visually support the brand. History of organization is incomplete and does not give insights into the company culture. | |
| 2. Competitors’ Positioning 60 points | Accomplished 60-54 | Competent 53-48 | Developing 47 – 42 | Introductory 41 – 0 | |
| Analysis: Brand Strength/Future Potential Brand Resonance Pyramids Core Values & Associations Mental Maps& Mantra PLOs 6 & 5(S) SLOs 1,2&3 | Shows research and well articulates that the brand stands for something valuable to their different target customers. Pyramids are thorough, strategic and detailed and show understanding of each area on pyramid. Map associations are thorough and differentiated and core values are highlighted. Mantra short/well defined. Shows deep thinking and brand insight and knowledge. Professionally presented. | Cursory research articulates some strengths and future potential valuable to target customers. Pyramids show general brand knowledge and area understanding. Map content thorough but core values are incomplete nor real differentiation included. Mantra too long; somewhat strategic in analysis. Professional in format. | Brand strengths are somewhat analyzed but show little reference to future potential. Pyramids are not complete and not placed in correct areas. Map lacking detail and strategy and design. Mantra inaccurate; shows some basic knowledge and analysis. Not as professional as required. | Little analysis shown re brand strengths or potential. Pyramids either missing, incomplete, or barely brand defined. Maps either missing or simplistic and do not relate to brand associations. Mantra missing. Little thought and professionalism. | |
| 3.Brand Marketing Strategy 55pts | Accomplished 55-49.5 | Competent 48-44 | Developing 43-38.5 | Introductory 38-0 | |
| Identify Target Customer (Demographic, Psychographic, Behavioral) Communication & Promotional Programs Brand Personality Leveraged Secondary Associations Maps PLOs 1&4 2&5(S) SLOs 3&5 | 3 or more detailed insightful profiles of marketing segments for target customers are well chosen. Thorough thoughtful strategy on motivation, values and influences is shown and related to product usage. Relevant examples shown on WHY and HOW brand communicates and their success (or not) in persuasion and choice of media and message. 9 human adjectives/characteristics are very specific in defining brand. Map lists all specific relevant textbook secondary associations that apply to their brand with justification. | Includes 3 insightful profiles of marketing segments for target customers that are good choices. Reflects some specific insights into their behaviors and attitudes regarding the brand. Some relevant examples are shown reflecting persuasion and media/message strategy with basic analysis. Less than 9 adjectives are shown but do reflect the brand human characteristics. Map shows a few relevant textbook secondary associations but incomplete justifications. | Includes 2 profiles of marketing segments for target customers are incomplete. Reflects few insights into their behaviors and attitudes regarding the brand Relevant examples are shown but not really analyzed. 6-9 words used are not adjectives or not human characteristics. No map included but 1-2 secondary associations shown. | Includes 1-0 profiles of marketing segments for target customers. Insights into their behaviors and attitudes regarding the brand are incomplete and/or unclear Examples and/or analysis missing in areas. 3-4 words are shown and are unclear in meaning. Missing the secondary associations or unclear in meaning. | |
| 4.Competitive Positioning Analysis 50pts | Accomplished 50-45 | Competent 44-40 | Developing 39-35 | Introductory 34-0 | |
| Competitive Grids w/POPs/ PODs Positioning & Branding Strategies Future Potential PLOs 4&6 2(S) SLOs 2,3,4 | Grid shows both brands with relevant & strategic POPs and PODs, including opportunity analysis based on findings. Strategies show research from review, personal knowledge, and strategic thinking on the brand’s competitive advantages vs. other brands, measured using text specific strategies. | Grid shows both brands with relevant thoughtful POPs and PODs, but little strategic analysis. Strategies are researched and thoughtful and list basic competitive advantages but are not very strategic nor text specific choices. | Grid shows both POPs and PODs, but is simplistic in content with no analysis. Minimal strategic understanding reflected on positioning and competitive advantages. | Grid does not really point out the differences clearly and is confusing in format. Parts of strategic analysis are missing or really lacking in content. | |
| 5.Surveys & Research 50pts | Accomplished 50-45 | Competent 44-40 | Developing 39-35 | Introductory 34-0 | |
| Results and Charts Relevant Quotes and Insight PLOs 1&5 2(S) SLOs 3&4 | Information, Perceptions and Associations are reliable, thorough, and based on completed number of 10 interviews and observational expertise. Findings are in charts that are organized, easy to read, and are highlighted with visuals Insights are well analyzed and professionally interpreted using relevant customer quotes. | Interviews are acceptable and adequately quantified and analyzed. Less than 2 missing. Findings are in some charts that are organized and easy to read and are highlighted with visuals. Insights are analyzed and somewhat professionally interpreted, and a few quotes are included. | Interviews need fuller development and detail. Less than 5 missing. Observation and analysis not professional and have inconsistencies in content. | Less than half Interviews completed with little-no analysis. | |
| Written Report 25 pts | Accomplished 25-22.5 | Competent 22-20 | Developing 19-17.5 | Introductory 17-0 | |
| MLA Format Footnoted Works Cited w/3 Independent Resources PLOs 5&6 SLOs 2&5 | Excellent in all categories: Grammar, spelling and punctuation- no errorsWord choice and sentence structureProfessional Presentation *MLA Format & Work Cited page included 3 or more Independent Resources researched well Presentation is professional in design and creatively reflects both the identity of the brand and its target customers. | Very good in most categories: Grammar, spelling and punctuation – 1-5 errorsWord choice and sentence structureProfessional Presentation*MLA Format & Work cited page included3 or more Independent Resources used Presentation meets expectations and is somewhat professional and creative. Few visuals for brand identity. | Complete in most categories: Grammar, spelling and punctuation – 5-10 errorsWord choice and sentence structure is questionableProfessional Presentation needs work*MLA Format & Work cited page is missing or incompleteAt least 2 Independent Resources used Presentation needs help to be professional and is very inconsistent. Creativity barely evident. | Categories incomplete: Grammar, spelling and punctuation – over 10 errorsWord choice and sentence structureProfessional Presentation*MLA Format &/or Work cited page is missingOnly 0-1 Independent Resources used Presentation lacks professionalism. No or limited creativity involved. | |
| TOTAL: /275 |
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