Branding – REFLECTION QUESTIONS
A. Student’s information:
1. Your name:
Đỗ Kiều Linh Chi
2. Student’s ID:
2001060012
B. Reflection questions: (*Word limit: no more than 1,500 words)
1. What you have done for the final work of the team? Have you helped or
mentored anyone else on your team? (If yes, please explain).
Answer:
First, I would like to divide our team’s procedure of working on the final Branding
project into two main parts: evaluation and plan making.
First, the evaluation phase is the time when our team together discuss the main ideas
and concepts for the entire rebranding campaign. As Thanh Truc was the person who
came up with the tagline “Chasing the light” and the new set of brand identity for Nikon,
I supported the two other members (Chu Hai and Lan Huong) in creating a innovative
brand story which fit the interpretation of the tagline and brand identity: not only
chasing the light of nature, of image but also chasing the light of success, of glory. Then,
based on these discussion, I evaluated the new vision, mission and value statements for
the brand, which have been presented in the slides. These statements acted as the
mirror reflecting the new point of view of the brand in terms of technology innovation
and customer relationships.
The next part is the plan making process, in which we together design the mini-
caimpaigns and events that fit with each phase of the rebranding caimpaign. To begin
with, we determined the general campaign would be proceeded within 3 months. After
dividing the workload, I was assigned to construct the 2nd phase of the campaign,
which consisted of two main events: Nikon New Brand Showcase and Nikon ZX World
Premiere, as well as two other sub-events including: launching a press release and
organizing a Nikon exhibition. The majority of my tasks in this phase were planning
campaign roadmaps, writing events’ scripts, and creating storyboards for the TVC in
two main events. The storyboards would be handled by Thanh Truc, who would later on
edited them into a demo TVC.
2. What obstacles, if any, have you had to deal with in this project?
Answer:
There are actually many problems exisitng during the practice of this project. In my
case, the biggest obstacle must be managing the workload. Being assigned one of the
most important parts of the caimpaign, I believed that the plans and descriptions for
each event should be detailed and creative. However, this turned out to be a difficulty
because of the limitation in the number of requested slides. Therefore, selecting what
to include and what to eliminate among initial ideas was the method I had used to
overcome this issue. Fortunately, the consulting and advice from my fellow teammates
had helped me finish my parts on time and reasonably.
The second problem must be the consistent in the idea arrangement. Since this project
was practiced online, team members had to regularly consult each other’s working
procedures to make sure their parts were precisely connected to their partners. This
was our issue as well and thanks to the constant report from all members, we had
managed to accomplish the project.
3. What is the best advice that you have been given during the feedback from your
teacher or your teammates?
During the feedback, teacher had reminded us about the fact that integrated marketing
campaigns were just the tools to deliver the changes of the brand and shape the new
brand image into the customer perception visually. This advice and the
recommendation from my teammmates had sticked in my head for the whole process
of creating the campaign plan and be certainly useful whenever I experienced an
adblock or overwriting some parts in the script.
4. Is there anything that you haven't done yet in this project that you feel
compelled to achieve in the future? Please explain.
Since this project focused mostly in creating the key visuals and brand identity for the
brand, other events or activities were basically just planned and not actually proceeded
physically. Therefore, if we ever had enough conditions and time, we would like to film a
proper TVC based on our ideas, instead of a simple TVC created by combining stock
videos. Also, the exhibition campaign, a whole YSL collection for the theme “Chasing the
light”, or the project to support medical equipment for are also some ideas that I
personally think would be potential if they have chances to be developed more
properly.
- The end -
