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Brand Strategy Brand Strategy Final project: rebranding and brand book Rubric Code: K23X7WC By dangynot Ready to use Public Rubric Subject: Arts and Design Type: Project Grade Levels: Undergraduate

Brand Strategy Document • up to 20-page book containing: research, strategy, identity, touchpoints and assets
	Excellent 5 pts	Satisfactory 4 pts	Improvement Needed 3 pts	Unsatisfactory 2 pts	Incomplete 1 pts
Research 10 pts Identified current brand positioning, customers' perception and marketing strategies. Analyzed language, imagery, name, symbol, color(s) and touch points.	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Strategy 5 pts Developed unique brand points-of-difference. Stated rebranding proposal or reasoning to keep current identity.	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Identity 5 pts Identity elements (symbol, color, typography, imagery, style...) are defined	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Touchpoints 5 pts Designed applications for brand identity.	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Assets 5 pts Unveiled new brand identity, strategic launch goals.	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Quality of Brand Book The quality of the overall Brand Book successfully conveyed the essence of the brand in a cohesive manner.
	Excellent 5 pts	Satisfactory 4 pts	Improvement Needed 3 pts	Unsatisfactory 2 pts	Incomplete 1 pts
Brand Vision 10 pts Clearly defined what the brand stands for and how would like to be seen	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Brand Elements 10 pts Displays how the logo should be placed with the proper guidelines of margin space around the mark. Variations of logo misuse are clearly defined and presented. Color(s) successfully represented the logo mark and its brand. Displays all color specifications indicated within the logo (CMYK, RGB, Pantone) and is easy to follow. The typography page successfully communicates all typefaces used within the logo mark. Style is clearly defined with plenty of samples.	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Brand Applications 10 pts Guidelines for brand applications	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Presentation 10-min presentation
	Excellent 5 pts	Satisfactory 4 pts	Improvement Needed 3 pts	Unsatisfactory 2 pts	Incomplete 1 pts
Presentation 20 pts Captivates the audience and creates interaction and a desire to learn more	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.
Peer Review Team members will evaluate each other.
	Excellent 5 pts	Satisfactory 4 pts	Improvement Needed 3 pts	Unsatisfactory 2 pts	Incomplete 1 pts
Peer Review 20 pts -Attends meetings regularly -Contributes to discussions -Communicates skillfully -Committed to team goals -Listens well -Responsible -Accepts criticisms gracefully -Performs work correctly -Demonstrated understanding of material -Meets deadlines	Excellent Met all guidelines.	Satisfactory Met most of the guidelines.	Improvement Needed Met some guidelines.	Unsatisfactory Did not meet guidelines.	Incomplete Did not complete.

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