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iRubric: MKT100 Assignment #2 Branding rubric

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: T239W64
By julieellenprice
Draft
Public Rubric
Subject: Humanities  
Type: Assignment  
Grade Levels: Undergraduate

Powered by iRubric 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. . 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

Minimal mention of brand story. Generic. Little emotional connection.
Fair

brand story that makes an emotional connection with brand target audience. Explanation of how brand story will be used.
Good

specific and detailed brand story that makes an emotional connection with brand target audience. Explanation of how and through which platforms brand story will be used.
Excellent

descriptive explanation of how the product concept was created. Detailed explanation of how the idea concept was tested in the marketplace.
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 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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