BRANDING ASSIGNMENT

"A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." (American Marketing Association)

You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical (e.g. "the shoe is lightweight") and emotional (e.g. "the shoe makes me feel powerful") way. It is therefore not just the physical features that create a brand, but also the feelings that consumers develop towards the company or its product. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated. (The Branding Journal)

DESCRIPTION & GUIDANCE

In this assignment, you will take on the role of a digital marketing company called Prime Digital, contracted to work on behalf of a Tex-Mex burrito restaurant called The Burrito Man, with five locations across the Greater Toronto Area (GTA). Your services will be needed to rebrand the restaurant for the upcoming year. They will need your expertise to understand industry-specific branding information, competitor analysis, brand strategic plan (vision, objectives, and strategy), and target customer analysis.

After several meetings with The Burrito Man, you discover that they are new to the market and are in great need of your services. They have the potential to be a large and loyal customer in the future, but it will solely depend upon how well you meet their needs for the information requested above.

To date, you have received the following information:

• Many of The Burrito Man stores are located within 1-3 km of a college and/or university.
• Tex-Mex burrito restaurants are very popular - there are a lot of competitors near all locations.
• The Burrito Man (TBM) prides itself on being a friendly, family-oriented restaurant; they adopt a homier environment.
• TBM revenue doubles every year. They plan on opening up to ten more locations over the next ten years.

ASSIGNMENT STEPS

1. Review and incorporate the reading materials from Day 3 regarding branding.
2. Develop a brief summary regarding branding, as related to the Tex-Mex industry.
3. Develop a branding report analyzing three (3) competitors in the same industry as TBM. You may include both pros and cons of their branding efforts.
4. Develop a strategic plan for the brand (brand vision, objectives, and strategy).
5. Understand and outline who the target audience/customer would be.