Kessler x WM: Brand strategy for "Kessler Gold"
Objective of the project
Course 224701a Communications Project WS 2024/25,
Semester level 7
Lecturer: Prof. Dr Stephen Schuster
Students are able to apply the theoretical content of the degree programme in a project- and application-oriented manner. They learn how to independently structure and implement a communication project in a deadline- and results-orientated manner. Students learn how to deal with briefings and re-briefings and can prepare content for specific target groups and present concepts convincingly. In addition, they can communicate effectively in a team, develop and implement ideas together, take responsibility and meet challenges in a solution-orientated manner.
Task of the project
Development of an independent brand and communication strategy for the "Kessler Gold" sub-brand in the lower price segment for young target groups. Carrying out a comprehensive communicative competition, target group and brand analysis. Development of an independent brand identity for the "Kessler Gold" sub-brand in the context of the umbrella brand. Revision of the branding in line with the newly defined brand identity (naming, logo, packaging). Development of a communicative central idea for the communication concept. Realisation of the communication concept along the target group's customer journey.
Solution and team
Brand image, brand identity, brand competence (benefits, attributes, tonality, image), creative central idea, creative springboard, claim, key visual
Student team:
Hanna Bahler, Laura Berardone, Julia Culjak, Delia Dirscherl, Christin Hahn, Lara Haller, Lea Holzhaider, Emma Jakob, Fabiana Procopio, Jana Supe, Vivien Zimmermann
Further information on the project partner Kessler.