Assignments

Click on the images to be directed to the respective assignment!

Defining Brand Identity

In the first assignment we describe what the Scoot brand is and should be, and what it aspires to stand for. This relates to the two bottom layers of the customer-based brand equity pyramid: who Scoot is (salience); and what Scoot aims to be in the lives of consumers (brand meaning).

We establish what benefits and values Scoot wants to communicate. We also indicate how the brand is positioned vis-à-vis two main competitors- Jetstar and AirAsia X. We explain how it wants to be unique, different from its main competitors – in terms of performance and imagery.

Determining your Brand's Image

This blogpost on the exploratory study aims to find the values / lifestyles the brand target groups have and what role the brand plays in their lives.

In particular, we conduct research on 6 individual profiles through 'Background research', 'Observation' and '7-days diary'.

Finally we conclude the analysis through the studies and the type of relationship our respondents have with the brand.

Determining your Brand's Image

This blogpost aims to measure how the brand is perceived by its current customers and prospects - and perhaps other influential stakeholders.

Primary data is collected through means of conducting a survey and a focus group to determine Scoot's current image in Singapore.

Estimating your Brand's value

The third assignment is to estimate the financial value of the brand and to identify the main drivers to that value using Interbrand's framework.

Identifying your Brand Challenge

The fourth assignment is to identify the next strategic challenge for Scoot as a result from analyzing the gaps between Scoot's brands identity, its image, and the changes coming from competing brands, future trends and innovations. In identifying the challenge for Scoot, we keep an eye on the value drivers of thebrand – and we will be report the process and outcome of the workshop session. We will collect the workshop inputs for this challenge during the Brand Frenzy was organized during class time, on March 11st

Formulating future growth strategies

The first part is a logical synthesis of our analyses following from the previous assignments and on the other hand a creative outcome of out-of-the-box thinking and seeing what the challenges other brands are facing.

The second part of this assignment is to develop an alternative brand marketing campaign. Estimate the costs and expected revenues, including the impact it all will have on the brand valuation for the coming 5 years.