1. Choose a type of product/service (e.g. trainers, corner shop, charity) in a specific category/sector
(e.g. sportwear, retail, social care) that you are familiar with and/or interested in. This can be
because of your own hobbies, consumption patterns, prior work experiences, family links (e.g.
family business) or future career plans (e.g. setting up your own business). It can be an existing
product/service or a new one (realistic and not science fiction!). However, you must not choose an
existing brand (e.g. Nike, Tesco, Oxfam) but create a new brand from scratch for the chosen
product/service and category/sector.
2. Research and analyse a specific product/service type and category/sector and possible existing
competing brands in order to identify a viable market segment and position for your new brand.
This may also involve the assessment of potential consumers/customers of your new brand as well
as general trends (market and cultural) relevant for the chosen product or service category/sector.
3. Develop and design a feasible brand identity and brand positioning for your new brand. This
involves making decisions about the required brand identity elements (e.g. name, logo, slogan,
colour scheme; brand values, personality, promise and functional/symbolic benefits, brand story
etc.) and a clear brand position for your brand (e.g. points-of-difference/points-of-parity versus
competing brands; unique benefit, for/against whom and what it stands etc.).
4. Suggest and outline a relevant communication and implementation strategy for your new
brand. This may involve questions such as: How would you raise brand awareness, communicate
with, influence and acquire potential and actual customers? You may also need to choose suitable
media and forms of brand communication relevant and realistic (scale, scope, costs) for the chosen
product/service and category/sector (e.g. you cannot assume the branding budget and resources of
Coca-Cola for a corner shop in Croydon). For your implementation strategy you may consider legal
questions (e.g. trademark registration), practical questions (e.g. timing of the launch, cost estimates,
inhouse or agency support etc.) and measures of success (e.g. suitable measures for brand equity).