The development process of the 2006 CQ-fest brand and campaign

Abstract

The aim of this study was to create a strong sustainable brand for the CQ-fest event and to report on the development stages and methods used during the process. In order to do this, specific contexts had to be considered; these were firstly the theories of brand development models and secondly the implementation and execution of the visual communication of the CQ-fest brand. The execution of the project was conducted by means of workshops held with the fourth-year Graphic Design students at North-West University. This study assessed and investigated which brand development model provided the most appropriate processes to develop a structured brand and ensure effective brand communication. The knowledge obtained through a detailed literature review led to the application of Van Auken's (2005:99) brand development model, specifically the agency brief, using action research as research method. This resulted in the development of an appropriate brand for the CQ-fest event. The application of Van Auken's (2005:99) agency brief as theoretical basis and its application by means of action research in the development process provided the brand with structure, direction and clear communication messages. It also assisted towards a well organised work plan that provided easy to follow steps and structure to achieve the objectives of the brand development. The use of action research together with the agency brief therefore proved to be successful within the educational context of the study. This study contributed towards the field of branding by demonstrating how the combination of action research and Van Auken's brand development model can be applied together to develop a strong and sustainable brand within an educational context.