ilovepdf_merged

Industry Internship Saloni Kedia - BD/18/N1387 Internship Report CCS, Mumbai NIFT, Chennai FC SEM VII

P REPORT INTERNSHIP REP EPORT INTERNSHIP REPOR HIP INTERNSHIP I EPORT REPORT R REPORT INTERNSHIP REPOR INTERNSHIP REPORT INTE INTERNSHIP INTE RT REPORT REPO ORT INTERNSHIP REPORT I P REPORT INTERNSHIP REP NSHIP INTERNSH

PORT INTERNSHIP REPORT RT INTERNSHIP REPORT INT INTERNSHIP INTE REPORT REPORT RT INTERNSHIP REPORT IN ERNSHIP REPORT INTERNSH ERNSHIP INTERN ORT REPORT REP INTERNSHIP REPORT INTER PORT INTERNSHIP REPORT HIP INTERNSHIP I



Industry Internship Documentation Published in the year 2021. Name of the Student: Saloni Kedia Centre name: Chennai Copyright: National Institute of Fashion Technology, Year 2021 CCS (Color Craft Studio Pvt. Ltd) All rights reserved: No part of this book may be reproduced, stored in retrieval system or transmit- ted in any form by means of electronic, mechanical, photo copying, recording or otherwise without prior permission from National Institute Fashion Technology, except by a review/reader who wishes to quote brief passage in connection with a paper review/essay written for inclusion in a periodical, newspaper or broadcast. Edited and Designed by Saloni Kedia Faculty guide/Mentor (s): Mr. V.R. Karthikeyarayan



Acknowledgment An endeavour over a period of time can be successful only with the advice and support of well wish- ers. I take this opportunity to express my gratitude and appreciation to all those who encouraged me during this time period of two and half months and to the National Institute of Fashion Technology for giving me an opportunity to work in the industry.  I am ineffably indebted to my industry mentor, Ms. Chinmayee Mukadam who took immense interest and responsibility in increasing my knowledge about the industry and gave me the opportunity to work work under her guidance and supervision during this time period.  Special thanks to my faculty mentor, Mr. V.R. Karthikeyarayan and course coordinator Dr. Martin Jeyasingh Mathews. This internship project would not have been possible without their ceaseless guidance, encouragement, trust and support.



Preface This internship is an integral requirement of design students for getting the chance to experience the industry first hand. It is aimed at providing professional design experience and familiarising us with the knowledge about the working and practicality of design production. It also equips is with the nec- essary skills and work ethics that are basic requirements of the industry. This document attempts to outline my experience with CCS (Color Craft Studio Pvt. Ltd.), a digital branding agency situated in Mumbai and all the projects covered during this time period. The purpose of this document is to showcase and put together the entire internship experience. All the work done and learning Gained are incorporated into this document.

Relieving Letter September 23, 2021 To whomsoever it may concern, This is to attest that Saloni Kedia has been relieved of her duties as an Intern at CCS, ColourCraft Studio effective September 15, 2021. She has been with the agency for her ‘Industry Internship’ since June 28, 2021. We wish Saloni the best of luck in her future endeavours and recommend her without reservation. Regards, Chinmayee Mukadam Senior Graphic Designer For a more detailed reference, please contact [email protected]. www.helloccs.com

Certification September 23, 2021 This is to certify that the project titled ‘Internship Report’ produced by Saloni Kedia is a record of work contributed by the student, Saloni Kedia (BD/18/N1387) during her internship period (28 June - 15 September) at CCS, Mumbai to fulfill the requirements set by the National Institute of Fashion Technology for the degree of Bachelor of Design (Fashion Communication). This represents the independent work by the student during her internship period and does not form the base from any previous work. (Faculty Mentor) Mr. V. R. Karthikeyarayan, Associate Professor, Fashion Communication Department, NIFT, Chennai. _____________________ ____________________ _____________________ (External Jury Member) (External Jury Member) (External Jury Member)



Content: (14-31) Company Profile (32-45) (46-145) About CCS (146-197) Founder’s Profile (198-199) Work Profile (200-201) Client Relationship Interview Profile Area of Work Graphic & Identity Brand Design Brand Guidelines Design Extensions Major Project About Quillion Park Project Sanjay Puri Architects Brand Guidelines Sub Projects (1 -6) Minor Project About Purple Quarter Project Project Brief, Brand Guidelines Sample Applications Learning Outcome References

About CCS: ColourCraft Studio, fondly called CCS, is a creative and digital agency headquartered in Mumbai, with a client servicing based out of Bangalore in the initial years and has now expanded internationally as well. Started in 2009 by co-founders Ankit Jain (Creative Director) and Aditi Gandhi (Business Director) as a creative design studio, CCS has evolved over the last seven years to include digital design, brand strategy and other creative branding related services. Service Lines: 1. Brand Strategy : To create winning strategies for brands to communicate with customers in one voice. 2. Brand Design : To create immersive brand systems for the complete customer experience. 3. Brand Extension : To design branded content for any media including advertising, digital, video and interior styling.

The company’s growth is largely fueled by its focus on creating unique user experiences across media and industries. All our services and methodologies revolve around our core philosophy of putting the user at the centre of the design and development, delivering solutions that are functional, minimalist and aesthetic. This Mumbai-based boutique agency that is bringing brands to life with vibrant story-telling and design. Over the last decade, CCS has created winning design strategies for clients across industries, most prominently hotels, fashion labels, retail brands, sports franchises and filmstars, among others. The in-house team consists of a no. of people with profiles generally falling under : -Business Strategists -Client Experience Managers -Brand Strategists -Graphic Designers -UI/UX Designers -Developers



Aditi Gandhi CEO & Business Director 13+ years of Strategic Consulting Experience. 11+ years as Business Director for CCS, cultivating over 100+ client relationships across industries. 2 years of consulting experience at Ernst & Young (India) in the Media & Enter- tainment sector. Graduated N.M. Institute of Management Studies (India) specialising in Market- ing and Advertising. “The force of nature propelling our decade-long success.”

Ankit Jain Creative Director 14+ years of Strategic Consulting Experience. 11+ years as Creative Director for CCS, delivering over 200+ strategic projects. 3 years of consulting experience in Deloitte (U.S.) and Ernst & Young (India) implementing large projects for mutinational companies. Graduated Kelley School of Business (U.S.) with majors in Marketing and Infor- mation Systems. “The creative powerhouse behind our iconic work.”



What’s in the name? We started as a design studio so we wanted to keep our name simple and accessible. Over the years we have come to be fondly known as CCS by both our employees as well as clients, as we are in the process of moving to the acronym as our primary identity. History Ankit and Aditi had zero experience in the design or agency business when they started CCS in 2009 over breakfast (as do most good things in life). Ankit had just quit his business consulting job of two years with Ernst & Young India and was looking to switch over to a profession that allowed him to express his creative side more freely and be closer to his passion for writing and visual arts. Graphic design was a great way to do both although he had no formal education in design. He had a Bachelor’s Degree from the prestigious Kelley School of Business at Indiana University with majors in Marketing and Information Systems, which had gotten him a cushy job with Deloitte.

Consulting in Chicago putting together business strategies for giant corporates in the U.S. But with a strong experience in business consulting and a creative mindset that was simmering inside since child- hood, self-learning Photoshop and Illustrator was the least of the obstacles in starting a creative design studio. Getting business in this highly competitive industry was the tough part. Enter Aditi with a natural charisma for networking and selling ideas, which had been finely honed in the Media & Entertainment division at Ernst & Young, where she met Ankit. A fresh graduate from NMIMS with a Bachelor’s Degree in Management Studies, Aditi took to consulting large media corporations with her intrinsic talent at establishing rapport and relationships with people, making her the perfect foil for Ankit’s strong, individualistic creativity. After two years at E&Y, Aditi decided she wanted to be her own boss, and she saw a great opportunity to establish a niche in the creative design business because she felt that the Indian market was still far immature in areas like digital and social media. So, on an early Sunday morning in February 2009, sleepless and delirious after a night of partying, they joined forces to create CCS. And they haven’t looked back ever since. CCS is a story of how formal education and experience have little to do with entrepreneurship, and it’s never too late to pursue your passions.

How do we evolve? Like a lot of other agencies these days, CCS is not playing a valuations game. The company wants to create a sustainable growth model for the long-term even if it does choose to divest some stake at some point. This is evident in the fact that CCS works with a lot of start-ups and mid-sized companies, not just MNCs. The leading criteria for client acquisition is not just brand name or money, but the brand story and the potential for a long-term relationship. For example, Bodycraft Spa & Salon has been a client from inception and over the last 7 years, CCS has grown into a strategic partner for them rather than just a creative agency. At the same time, the client portfolio includes MNCs like Tata, L’Oreal, JM Financial, Ramada, Samsung, Vedanta and Indiabulls. Investment in sustainable growth is also evident in the human resource policies of the company with a focus on work-life balance, flexible working hours for married women and mothers and encourage- ment to pursue personal creative passions. CCS has managed to create an environment that is meri- torious, inclusive and people-driven. in 2016, the company decided it was time to extend these values to the work space. They revamped a 1,600 sq. ft. space in the central Prabhadevi area of Mumbai into a creative studio that could easily be

mistaken for a cafe or lounge if you didn’t look closer. The use of raw brick walls, concrete and metal; exposed piping that run like veins across the office and lots of glass to give a feeling of openness. The idea was to “design” as little as possible and give as much open space as possible. This not only gave the place a vibrant look but also helped save a ton of painting, plastering and finishing costs. This “Work in Progress” look fits perfectly with the nature of our business, which is always work in prog- ress! CCS also has its own home-developed technology for automating work, encouraging teamwork and reducing timelines. Examples are “Atticus”, CCS’ homegrown Enterprise Resource Planning tool, and “Juno” a social media automation tool. CCS is like a family-owned-and-operated company, which ensures a very personalized, hands on experience for clients with plenty of face-time with the Partners. The company considers itself to be a “work-in-progress”, much like the decor of its office space and is always striving to become a better version of itself. The future of the company is “content” with “design” at its core. CCS will invest in becoming a content platform not just for clients but also consumers, thus amalgamating its service culture with media cul- ture to create iconic visual communications that makes the world more beautiful.

Industry as we forsee The industry is already moving towards more automation especially in the area of generation and man- agement of content. We have always believed that the best person to create social media content for a business is someone from the business itself, someone who is acutely aware of the brand voice and ground realities. Software and tools that allow businesses to create home-grown content in a fast and efficient way and allow them to control the quality of content without too much back and forth with an agency will be highly sought after and effective, allowing agencies to do what they do best – strategy and advertising. Learning the hard way We learnt the hard way that you cannot hire ready-made social media strategists. You have to hire smart people, and then train and groom them in-house because the education system has not yet caught up with the social media boom.

A day without Internet CCS prides itself not only on its employee’s strong work ethic but also on their ability to cut loose. On the days when there is no internet, it is typical to find employees indulging themselves in a friendly yet highly competitive game of foosball (they have a league!), table tennis or any of other numerous board games around the office. CCS also has an extensive library which is open to all employees year round. CCS is far from your typical office and ensures a home-like experience for its employees, many of whom have stuck around for over 5 years with the agency because of its culture.



Our Clients Big brands to passionate startups, sports franchises to superstars, CCS pursues clients and work that fit our philosophy and culture. CCS’ clients in the social media space include Girnar Tea & Beverages, Snap Fitness India, Ramada Group, Live Being Fit, Bodycraft Spa and Salon and Virtuous Retail. The company’s other clients how- ever fall under a broad spectrum of industries and range from large corporations like Tata, L’Oreal, Indiabulls, JM Financial, Vedanta to international companies like Milwaukee Electronics (U.S.), Smith’s Environmental (UK) and Harridge Group (Australia) to startups. Most clients tend to fall in the mid-size category as CCS likes and chooses to work with companies that are interested in a collaborative relationship as opposed to a typical client-vendor equation, and where CCS can be part of the client’s growth story.

Work Profile Brand Strategy We create winning strategies for brands to communicate with customers in one voice. Brand Design We create immersive brand systems for the complete customer experience. Brand Extensions We design branded content for any media including advertising, digital, video and interior styling. Big brands to passionate startups, sports franchises to superstars, CCS pursues clients and work that fit our philosophy and culture.



Client Experience Manager Ms. Shivani Gohil 1. Tell me about yourself and your specific role at CCS. A. Hola, I’m Shivani. I recently graduated with a major in Journalism mostly because I’ve always loved reading newspapers, books and basically anything fiction (iykyk). Although, academically, journalism has one of the most relevant syllabuses of any UG courses in India, career-wise it didn’t seem like a secure option whatsoever to my cynic self. Having said that, journalism still holds a sweet spot in my heart. But amidst that skepticism & pandem- ic-caused anxiety, landing a CXM internship at CCS was like regaining some sense of direction, even if foggy. At CCS, noone has one specific job profile. As a client strategist manager, my profile entails work- ing as a business developer to liasing with clients to giving creative inputs on ongoing projects to even managing accounting activities.

2. How long have you been working at CCS and how has your experience been so far? A. I’m about to complete three months at CCS and as my first full-time corporate job in a middle of a pandemic, my experience working here has been nothing short of a roller coaster ride, emotionally & mentally, but it was also a learning one through & through. 3. How have you dealt with challenges and what has your learning outcome been? A. While I’m still learning to deal with new challenges everyday, one of the valuable learning outcomes, after 3 months of virtually connecting with people over annoyingly fluctuating network connections, has been to be a good listener & being present in the moment. 4. I’ve heard a lot about the crazy work environment at CCS. What do you like the most about it and what do you miss? A. Even without much exposure to the mainstream corporate world, my firsthand experience of CCS’s work culture, since Day 1, has been that everyone here is highly encouraging & supportive of each other. Here, the hierarchy doesn’t form the basis of how one should be treated. It’s equal amount liberal & professional. In fact, some of my colleagues have, knowingly or unknowingly, helped me unlearn some of my preconceived corporate conditioning like always being available be it day or night, or working to a point of heartburn. 5. How has covid-19 impacted your work life with CCS and what would you like to change about it? A. Most of our seniors, here at CCS, have been quite vocal about their good old glorious days of work- ing from the office that we, newbies, have only heard of and somedays envied about. So I really hope it changes soon & we all get to work with each other in person under one roof. (And also personally find the answer to ‘does foosball really help you deal with insane anxiety?’) 6. How has CCS proved to be an important step towards achieving your career goals? A. The most important thing that CCS has enabled is to constantly help me get out of my comfort zone because as a cxm you will find yourself in a new situation everyday. But eventually you do learn to apply learnings from all those past mistakes and deal with difficult & awkward situations. It has also helped me realise that however bad the situation or day is, at the end, I will be able to get through it somehow & be just fine. In fact, it’s funny how you’ll get over it quicker than you’d imagined.

F WORK AREA OF WORK A OF WORK AREA OF WORK GRAPHIC DESIGN BRAND IDENTITY DESIGN B ANDING BRANDI BRAND EXTENSION BRAND REA OF WORK AREA OF WO GRAPHIC DESIGN D IDENTITY DESIGN BRAND BRANDING BRAN AND EXTENSION BRAND EXT

AREA OF WORK AREA OF W AREA OF WORK AREA OF W N GRAPHIC DESI BRAND IDENTITY DESIGN BR ING BRANDING B D EXTENSION BRAND EXTEN ORK AREA OF WORK AREA N GRAPHIC DESI IDENTITY DESIGN BRAND I NDING BRANDING TENSION BRAND EXTENSIO

Brand Identity Design When one thinks of identity, they think about the attributes that make someone the person they are. The parts of themselves that make them unique. Their identity can include the sort of person they are - their sense of humor, their personality, the things they think and believe — as well as the way they present themselves to the world — the way they dress, their general style, and any other badges they may choose to display. The Two Facets of Brand Identity: Like a person, a brand’s identity can be defined through internal characteristics, or features that de- scribe the sort of “person” a brand is on the inside, and external characteristics, or visual features that describe how the brand looks and presents itself to the world. Expanding the analogy, the internal characteristics of a brand — the values it espouses and the personality it prefers informs its external characteristics. A person that really enjoys country music is fairly likely to make clothing choices that reflect this preference as a signal to other people. Same with brands. A brand that considers itself eco-conscious is fairly likely to make logo choices that reflect this in order to signal consumers of that particular value. How these two facets relate to each other can be the deciding factor on whether a brand’s identity is successfully communicated or not. A brand’s external characteristics are far more immediate than its internal ones. If these don’t adequately capture the essence of the brands “inner life” then it becomes much more difficult to convince consumers that the brand is what it says it is.

What defines a brand’s internal Identity? A brand’s internal identity can be defined by many of the same characteristics we define individual identity by. This is because a brand identity is intended to accomplish the same thing. By defining a brand identity we’re attempting to tell the world what it is that makes the brand unique. We’re trying to create a robust image in people’s minds of what the business is all about. What they do, how they do it, and WHY they do it. What they feel about what they do. “The best way to think about a brand identity is to imag- ine the brand as a person and then consider how that person would express themselves.” Example: Case Study - Unidrive Unidrive: Product Branding for a New Era in American Engineering Unidrive is a product of Automation Controls Group (ACG), an american company specializing in monitoring systems and controls for logistics and infrastructure. In 2019, ACG mandated CCS to create the Unidrive product brand for their conveyor motor systems.

1. Brand Personality When customers interact with a brand, “who” are they interacting with? If the brand were a person, what sort of person would it be? Excited and friendly or sophisticated and reserved? The personality of a brand relates directly to the sort of person your brand is trying to cater to, and the sort of person they expect the brand to be. A luxury car brand would have a very different personality than a late-night cookie delivery service. That’s because they’re catering to different people with different preferences, and these markets have certain expectations for the types of “people” these brands should be. 2. Brand Voice Related to a brand’s personality is its voice. If it were a person, given its personality, what sort of things might it say? This is extremely important for marketing purposes, where the goal is to communicate clearly and consistently with consumers. Just like a character in a movie, the things a brand says in its ads, on its website, and anywhere else it shares messages, its voice needs to be consistent. No one would believe the authenticity of a character that seemed to flip between voices through- out scenes, saying things that are inconsistent with things it said in the past. Likewise, a brand’s voice needs to feel appropriate to its personality and remain constant over time. Otherwise, consumers will have a difficult time believing it and connecting with it. 3. Brand Values Like a person, a company can stand for things. It can value certain ideals. These company values translate directly to brand values and contribute to a brand identity. According to Harvard Business Review, 64% of people that say they have a relationship with a given brand give shared values as the main driver of the relationship. People want to know that the companies they give money to use that money in ways they would sup- port, so defining your brand values is an important part of brand identity.

4. Brand Mission A brand’s mission is related to its values. What a company does is fairly obvious to the consumer. Why it chooses to do this isn’t. A brand’s mission gives the consumer context for the products and services it offers. It helps them fit the brand into its competitive landscape and gives them reasons why they should support it over some other brand. This is why you see a lot of companies today wrapping social awareness into their brand identities. It’s important to them that consumers understand they aren’t just doing what they do for the money but also because they want to affect some sort of good in the world. A brand’s mission “humanizes” them. 5. Brand Positioning This characteristic is, in some ways, a summation of all the other internal characteristics we’ve dis- cussed. It’s trying to communicate what makes the brand unique. However, it does this from the per- spective of the competition. Instead of being purely descriptive, a brand’s unique positioning is also comparative. It looks at the competition — their identities and offerings and then contrasts the brand against these. Whereas everything before has simply said, “this is who were are”, brand positioning discusses this but also talks more about the competition, and then reflects on their undesirable characteristics the brand doesn’t share. With all of these internal characteristics, it’s important that a brand’s handlers deeply understand ex- actly who the brand is and what motivates it. Otherwise, the brand won’t feel like a complete “person” to consumers, and consumers are less likely to accept it. Plus a poor understanding of who your brand is on the inside will make it very difficult to translate that to believable external characteristics that will resonate with the public. By shaping consumer preferences, brand positioning strategies are directly linked to consumer loyalty, consumer-based brand equity, and the willingness to purchase the brand. Effective brand position- ing can be referred as the extent to which a brand is perceived as favorable, different and credible in consumers’ minds.

Brand Guidelines What is a Brand Guide? A brand guide is a document that details a company’s visual identity, along with rules and guidelines for any public-facing communication. Brand guides set forth rules for official logo usage, font type and color, typography, and tone, along with the brand’s mission statement, positioning, identity, and values. Also called a brand book, you can use a brand guide internally or in collaboration with vendors or partners to ensure the proper representation of the brand’s image across every channel and all mar- keting materials. What Is the Purpose of a Brand Guide? 1. Maintains Transparency The most important purpose of a brand guide is to keep the brand image consistent for the public. For example, the brand guide can ensure that your logo is the same shape across all marketing materi- als and stays within your brand’s particular color palette. Brand consistency is vital for your company to build instant brand recognition and enhance brand loyalty—a dedicated consumer base that will advocate for your brand. 2. Ensures Brand Equality Most brand guidelines include best practices and things to avoid. For example, your brand book can ban the use of drop shadows or high-contrast colors behind the logo. These guidelines ensure that any communication your brand sends out (whether a marketing email, direct mail, or a billboard) will look polished and professional.

www.helloccs.com www.helloccs.com

www.helloccs.com www.helloccs.com

3. Encourages deliberate decisions. Constant rebranding can negatively impact a company’s ability to build and maintain a dedicated customer base. By implementing a guide, you can narrow your brand design to a particular look and feel. You’ll need to carefully consider any changes you want to make, which will encourage you to make deliberate and informed decisions whenever you redesign your brand identity. What are Brand Guidelines? Think of these guidelines as a toolkit for your business image. It’s a document that provides rules and expectations for how to use your branding elements accurately. Elements can include icons, colors, typography, and more. These guidelines are often shared with graphic designers, marketing experts, content creators, and those throughout your company to maintain consistency among all assets. And across all platforms. Without solid branding guidelines in place, there is a chance your brand will not stay consistent over time. An inconsistent brand can cause your business to lose customers, especially those loyal to your brand. If they are confused or don’t recognize your brand, it’s easy for them to be lost in the sea of ads. What to Include in a Brand Guide? Since no two brands are the same, every company’s guidelines will look different. However, there are three main elements that will always be included: -The company’s color pallette -The typography that is associated with the brand -The logo design, including all ratios While those elements are included in every company’s brand guidelines, there are a variety of other elements that can be included as well: -Patterns -Icons -Brand Tone -Brand Attributes -Templates -Imagery

Brand Extension Brand extension is a strategy where a company creates a new product category under its well-known brand name. It helps launch new products easily, obtain higher profit, reduce costs necessary to launch a new business, and meet customers’ needs and wants. Why is brand extension important? An increasingly competitive market makes it impossible for a company to stay ahead if it doesn’t present something new to its target audience. To increase market share, become more innovative, and create a new product category, entrepreneurs consider a brand extension. It’s a critical step that helps boost business and engage new leads. Companies research to figure out the new wants and needs of their prospective customers so that they can create a product that will satisfy the requirements. To implement this technique successfully, brands study and analyze the new trends. Afterward, they strive to create a necessary product that will be sold easier under the name of an established com- pany. The process brings several benefits to businesses. Corporations obtain an increased brand image, save funds on the development of a new brand, use costs on promotion efficiently, and gain more revenue. With the help of the brand extension, companies present products that are accepted by customers. Nowadays the strategy is popular because businesses can assess their opportunities in new product categories, find out how relevant and appealing their brands are, and define resource requirements.

Advantages of Brand Extension : It’s worth noting that brand extension helps upscale your business in various ways. Since the number of competitors in the market is constantly increasing, the brand should prepare various strategies to stay ahead. To gain revenue, companies create new products, provide a better customer experience, present some innovations or new services. When you decide to extend your company and create a product or service, it can be related or unrelated to the business you are in. Brands often leverage brand exten- sion because it -helps launch new products in new categories easier; -enables brands to meet customers’ needs and wants; -allows companies to receive higher revenue; -reduces costs necessary to spend when launching a new company and developing it; -encourages customers to try a new product from a loved and trusted brand; -reduces the risks of customers because they can purchase different products from established -reliable brands; -helps spend costs on ads and promotion efficiently; -improves the overall brand image; -provides consumers with a bigger variety of products; -enables brands to attract more leads; -helps revive a company. Types of Brand Extension : Product form Companion product & expertise, Brand distinction & prestige, Transfer of components, Leveraging a lifestyle

Types of Brand Extension : 1. Product Form It is when a company decides to change the form of an existing product. This allows a product to compete in a different category. Let’s take Snickers, for example. The brand launched ice cream bars. 2. Companion Product Companion products are those that complement the main products. They belong to the same niche and relate to the original products. For instance, Colgate, famous for its toothpaste, decided to re- lease toothbrushes under its brand name as well. 3. Companion Expertise This is when a company expands its production and designs a new product under an established name. Let’s take Fender, for example, a brand known for its high-quality guitars. It extended its exper- tise to making earbuds. 4. Brand Distinction Often, companies are considered unique because of the exceptional benefits or experience they provide. These advantages are usually associated with a certain brand name. So, marketers use the company’s name to compete in the new markets and extend brand equity. For instance, Parachute, a brand name for a variety of hair products based on coconut. These products are manufactured by Marico, a consumer goods company famous in India. The brand also produces other hair products. 5. Brand Prestige This is when a company creates a product unrelated to the main company’s expertise. BMW is a great example. The brand widely recognized as a corporation that produces luxury vehicles and mo- torcycles started to operate in the apparel industry and produce watches.

6. Transfer of Components Sometimes brands try to use the successful elements of their old products in a new one. They strive to leverage this element and gain the same success. These components are flavor, ingredient, scent, and color. For example, Fanta, a brand that produces fruit-flavored carbonated soft drinks. It has around 100 flavors worldwide. 7. Leveraging a Lifestyle Some companies present a particular type of lifestyle that can be conveyed through a way of living, culture, values, or interests. They possess certain traits customers can relate to. Companies can have different types of brand personalities like “sincerity”, “competence”, “sophistication”, and more. www.helloccs.com www.helloccs.com www.helloccs.com www.helloccs.com

PROJECTS PROJECTS PROJE ROJECT MAJOR PROJECT MA TS SUB-PROJECT NDING BRANDING N PARK QUILLION PARK QU PURPLE QUARTER PURPLE Q R PROJECTS MINO R PROJECT MAJOR PROJECT OLNLPIAORNKPARK QUILLION PAR ANDING BRANDIN ECTS PROJECTS

ECTS PROJECTS PROJECTS AJOR PROJECT MAJOR PROJ TS SUB-PROJECTS G BRANDING BRA UILLION PARK QUILLION PA QUARTER PURPLE QUARTE OR PROJECTS MI T MAJOR PROJECT MAJOR P RK QUILLION PARK QUILLIO NG BRANDING BR PROJECTS PROJ

Major Project Project : Quillion Park Township, Nashik Deliverables: 1.Brand Audit & Competitor Benchmarking 2.Brand Naming 3.Brand Positioning 4.Brand Identity 5.Design Collaterals 6.Launch Campaign & Strategy

PARK

Content: - The Brief - Brand Map - Competitors Benchmarking - Brand Positioning - Brand Naming - Brand Identity Design - Brand System - Brand Collaterals