iRubric: MKT100 Assignment #2 Branding rubric

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MKT100 Assignment #2 Branding

Choose a new product or line extension. Take us through the process of idea concept, testing as you prepare to launch your brand

Rubric Code: S239W65

By julieellenprice

Ready to use

Public Rubric

Subject: Communication

Type: Assignment

Grade Levels: Undergraduate

Branding
	Poor 5 pts	Fair 10 pts	Good 15 pts	Excellent 20 pts
Product Concept	Poor Weak description of the product or line extension.	Fair Description of the product or line extension. . Vague Explanation of How you will position the brand in the market.	Good Description of the product or line extension. Complete explanation of the need that is fulfilled by this brand. Explanation of How you will position the brand in the market.	Excellent specific description of the product or line extension. Complete explanation of the need that is fulfilled by this brand. Explanation of How you will position the brand in the market.
Idea Generation/Concept Testing	Poor Brief vague description of how brand idea was created	Fair Explanation of how idea was generated but no details about concept testing	Good Explanation of how the brand idea was created Some description of concept testing without specific detail. or results	Excellent Complete and descriptive explanation of how the product concept was created. Detailed explanation of how the idea concept was tested in the marketplace. and results of tests
Brand Story	Poor weak brand story with little emotional connection with brand target audience. Vague Explanation of how brand story will be used.	Fair Brand story that is similar to other brands in category. Little emotional connection with brand target audience. Little explanation of Brand story.	Good Detailed brand story that makes an emotional connection with brand target audience. Minimal Explanation of how and through which platforms brand story will be used.	Excellent specific and detailed unique brand story that makes an emotional connection with brand target audience. Explanation of how and through which platforms brand story will be used.
Logo Design/Name	Poor Little explanation of colors. Confusing or complicated logo design. Some explanation of name of product.	Fair Minimal explanation of colors and what they represent. logo design which can be used in multiple platforms. Good explanation of name of product.	Good Good explanation of colors and what they represent for your brand. Busy logo design. Some explanation of name of product. Interesting, logo	Excellent Very good explanation of colors and what they represent. Clear logo design which can be used in multiple platforms. Good explanation of name of product. Interesting, attractive logo
Packaging	Poor Weak package design. from competition. Explanation of shipping consideration	Fair Acceptable package design. Design incorporates some benefits of product . Shows different from competition.	Good Good package design. Some explanation of design. Design considers eye appeal. Shows different from competition. Explanation of shipping consideration	Excellent INteresting package design. Very good explanation of design. Design incorporates benefits of product with eye appeal. Shows different from competition. Explanation of shipping consideration

Keywords:

branding, marketing

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