Tutorial feedback— 6th May

The meeting discussed the challenges and methods in brand analysis and research, as follows:

1. Establishing Criteria for Brand Evaluation:

• Challenge: Difficulty in establishing clear criteria for judging the success or failure of brands, especially when considering cultural aspects.
• Solution: Recognize that the audience, not the researcher, is the judge. Focus on measuring brand acceptance.

2. Opportunities for Chinese Brands:

• Observation: China has a gap in having a distinct global brand identity.
• Opportunity: This presents an opportunity to create unique criteria.

3. Finding Brand Research Resources:

• Method: Start with trend forecasting, such as accessing resources through the university library.
• Resource: WGSN trend forecasting service is available for free to UAL students.

4. Brand Intervention Ideas:

• Concept 1: Create a two-minute video showcasing cultural elements like Sichuan Opera and Suzhou Brocade to gather audience feedback.
• Concept 2: Develop patterns based on traditional elements and allow the audience to interact with them.

5. Testing and Improving Ideas:

• Suggestion: Work on digital versions of the interventions, continuously test and improve.
• Experiment: Consider using ChatGPT to generate images for comparison and contrast.