UNIVERSIDAD COLEGIO MAYOR DE NUESTRA

SEÑORA DEL ROSARIO

Branding in English
Antonio Mesa T.

Course Project: The Positioning Process

Delivery date: Monday, May 11th, 2020

Each group should prepare a word file and must be uploaded to the Moodle
platform at least, 1 hour before the beginning of the class.

If the assignment is uploaded less than 1 hour before the beginning of the class
and just before the class, it will be graded over 4,0.

If the assignment is uploaded during the class, will be graded over 3,0. 

If the assignment is not uploaded on Tuesday, the assignment won´t be graded at

all. 

Objective:

Design brand communication pieces after determining the “Compelling Idea” as the
center of firm´s brand strategy.

Team assignment:

- Audit and Determine Opportunities

1. After building the positioning statement of the firm and its two main competitors,
the team needs to “Audit and Determine Opportunities” 1 for the firm, by clearly
identifying which are the “Compelling ideas” used by each firm.

2. Take those “Compelling ideas” and compare them with “the four (4) more
important requirements expected by your clients about your
product/service” 2 and answer the following questions:

1
Chapter 6. Brand Strategy Iain Elwood. Page 75-76. Included in Guide 2: Brand Strategy.

2
Question 6.3 on the SME´S SEMI STRUCTURED SURVEY GUIDE
 a) Is any of those “important requirements” not being accurately
communicated by any of the firm´s competitors?
b) Can my firm “take possession” of one of those important requirements and
use it as its new “compelling idea”? If so,
c) What would be the new “compelling Idea” of my firm? and remember, the
compelling idea most:
I. Be defined by its relevance and distinctiveness.
II. Be the proposition that places the brand in the hearts and minds of
consumers, as it communicates “What the brand do for its
clients”.
III. Create such a magnetism over consumer´s desire that drives
them to choose my brand over any other competitor´s brand.

- Brand Communication Pieces

3. The team needs to develop (at least three) different communication pieces of
two different kinds:

a) Communication pieces that “stimulate Short-term behaviour”3 that

may appear more productive, looking forward to generate direct results,
more easily measurable, that lead directly to transaction, being linked to
sales: Brochures, coupons, mailshots, direct response ads, etc.
b) Communication pieces with “longer-term effects on brand behaviour”4
that enhance the underlying value of the brand in long term health by
reaching customers emotionally and rationally through the “Compelling
Idea”.

Communications that create mental models

The (at least three) communication pieces created by the team need to influence
people´s behaviour by intervening mental processes through the three following
“strands of thinking”:

a) By Communicating Information:

3
Chapter 9. Brand Communications. Paul Feldwick. Page 132-133. Included in Guide 5: Brand
Communications.
4
Chapter 9. Brand Communications. Paul Feldwick. Page 132-133. Included in Guide 5: Brand
Communications.
 Direct response information explained as: “Give people facts... the more
you tell, the more you sell” or “What you see is what you get”. Here,
the team needs to describe attractively the tangible attributes of the
product/service of your firm.
b) By Creating awareness, fame, familiarity or “Salience”:
“If a brand is famous, people generally assume it is popular and has the
endorsement of others”. Talk about what the firm has achieved so far in
terms of:
 Number of clients.
 Number of “successful” years in the market.
 Client´s endorsements of the firm´s products/services
c) By Creating “Involvement”:
Described as “create distinctive patterns of associations and meanings
which make the brand more attractive and saleable”. Here, the group
needs to communicate as clear and attractive as possible the new
“compelling Idea” of the firm. By the “Story Telling” technique, the group
can explain “what the brand do for the client”.