This practical project aims to develop a new brand stratergy and direction for the troubled Morrisons brand and use the theories of Aaker and Kapferer to define and guide the new brand identity. The project uses the brand identity theories described in the essay and applies them to demonstrate how these are used to build a strong brand identity.
The project is not a full set of graphic standards and identity guidelines, but more an investigation into how the theories are used to define a clear brand stratergy. Further development could be explored into how the full identity would be implemented, however for a brand such as Morrisons this would be an extremely large project due to the range of products, store enviorments and different communication chanels.
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