Identity & Brand Analysis

A brand is more than just a logo. According to the textbook, “a brand is a person’s gut feeling about a product, service, or company”. It is a relationship forged through design and experience. There will be three parts to the brand analysis. All three parts should be labeled and combined into one document.

Step One: Analysis of Chick-fil-A

After visiting Chick-fil-A, write a short brand analysis. Identify what their brand identity elements are – brandmarks, wordmarks, emblems, colors, etc. – and detail each of the touchpoints the brand has been applied to. Be detailed in describing touchpoint and be sure to consider the overall experience as part of the brand. Describe the overall consistency of the brand. Is their brand successful? Why or why not?

Step Two: Analysis of Competing Brand

Choose a competing brand and visit one of their locations. Suggested brands might include Subway, McDonald’s, Arby’s, or other fast-food restaurants. After visiting the location, write a short brand analysis. Identify what their brand identity elements are – brandmarks, wordmarks, emblems, colors, etc. – and detail each of the touchpoints the brand has been applied to. Be detailed in describing touchpoint and be sure to consider the overall experience as part of the brand. Describe the overall consistency of the brand. Is their brand successful? Why or why not?

Step Three: Brand Comparison

Having analyzed two similar brands, write a comparison of the two. In what ways are they similar? How do they differ? Use your own judgment to decide which brand is more successful, but be sure to explain your decision.

Minimum Requirements

The following requirements must be met in order to receive a grade of a B. To receive a higher grade, it is expected that these requirements will be exceed. View an explanation of how grades are assigned.

Length

Your analysis should be a minimum of 900 words.

Presentation

Double space the text and include a word count at the bottom of the document. Print your analysis to turn in and upload a copy to your folder on Dropbox.