CREATIVE BRAND STRATEGY – PROJECT 1A

15.04.20 –
Week 1 – Week X
Feryn Juliesta Sulia (0336407)
Creative Brand Strategy
Project 1A

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INSTRUCTIONS

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PROJECT 1A

Week 1 Questionnaire's slide:

In this first part of our first project, we need to study a case of well-established campaign or event by identifying its brand strategy and understanding its brand experience. I picked Java Jazz Festival event to study on this project.

Here's the compilation slides of what I have studied from the event.

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FEEDBACK

Ms. Hsin said that my presentation was quite clear, good effort on mentioning the partnerships and how the sponsorship had sponsored the event. However, it's unfortunate that I couldn't find the examples of the official merchandise of this event. 

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REFLECTION

I heard about this event so many times but I've never had a chance to visit the event myself being this event had only been held in a different city. I realized that I had never seen this event's promotional stuff myself and actually only heard about it. So, when I was further studying this event, I have finally found out plenty of facts I hadn't known before pertaining to its visuals and brand identity. I have learned how events are delivered for a certain cause/campaign and the events themself are projection on how to promote the cause as a solution to improve any situation/problem. 

I was aware that the event I had chosen to study with has no visual consistency through each event compared to the other event my classmates have presented. Due to its thematicality, I believe, but inconsistent nonetheless. 

I figure this project an inclusive ignition to our following project since this study made me much more aware not only of brand identity but especially brand strategies and experiences from my own study and my classmates' presentation of their study.

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FURTHER READING

Click above to access the journal

Brand experiences arise in a variety of contexts. When consumers search for, shop for and consume brands. People conceptualize brand experience as subjective consumer responses evoked accordingly by specific brand-related experiential attributes that are part of a brand's design and identity, packaging, communications and environments.

Brand experience in this journal was broken down into four dimensions, sensory, affective, intellectual and behavioral. In which are all elicited differentially by various brands. 

Other than that, this journal discussed the experience concept in the consumer and marketing research area. For instance, product experience, shopping and service experience and consumption experience.