My main deliverable as brand manager was to collate a brand strategy.

This included:

• Brand Heart

• Brand Message

• Brand Essence

• Visual Identity

• Customer research

• Market Research

During project planning, my job was to keep the concept on brand with Lounge’s current brand and ensure that the whole project was aligned.

There is more detail in the other drop-downs on how I brought this all together.

Conducting Primary and Secondary market research to build a compelling Campaign pitch for our lecturers and the women at Lounge Underwear.

Primary research

As the Brand Manager, I developed and distributed a questionnaire to gain deeper insights for the team. The findings helped inform my decisions and shape the final deliverables.

For the final phase of this role, I initiated a questionnaire to better understand how our concept would be perceived and how our target audience viewed the brand. I structured the questions into three categories:

1. Customer – To understand the buying habits of respondents and ensure they matched Lounge’s target audience.

2. Brand – To gather insights on how these women viewed the brand, ensuring alignment between our research, customer profiles, and the final concept.

3. Market – To explore customer perceptions of "International Women's Day" and compare our findings with the campaign approach we developed.

Secondary Research

Delving into Customer, Market and Brand research.

Brand research was presented as the Brand strategy for my final deliverables, summarising the information collected in my research journal.

Collaborating in a team of 5, each of us taking on a role such as Brand manager (me), PR manager, Creative director etc.

Organising team meetings and frequent communication through the group chat, we set up for the project. I took a project manager role throughout this project to a degree in terms of research, concept, and written outcomes. Ensuring my work was complete when needed and prompting others to do the same.

Unfortunately, due to the COVID Lockdown, I could not attend the shoot day, but I had a hand in organising the look and feel.

As part of the module, I had to keep a research journal to document the process.

Grouping the teams and my process made it easier to create my final deliverables.

This journal reviews initial ideas, research, brainstorming, and team meetings.

Through this, I could show what I had contributed to the final outcome here outside of my final deliverables.