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- All Subjects: Finance
- All Subjects: Branding
- Creators: Department of Marketing
- Creators: Licon, Wendell
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
This thesis will be exploring the situation of one of the most vulnerable groups during the COVID-19 pandemic, low-income renters. As businesses and whole states were shutdown, jobs and wages were lost and the over 100 million renters in the United States, many of whom spend a significant chunk of their income on their rent, were forced into a precarious situation. <br/><br/>The Federal Rent Moratorium that is currently in effect bars any evictions for missed rent payments, but these are expenses that if left unpaid, are just continuously accruing. These large sums of rent payments are currently scheduled to be dropped on struggling individuals at the end of the recently extended date of June 30th, 2021. As these renters are unable to pay for their housing, landlords lose the revenue streams from their investment properties, and are in turn unable to cover the debt service on the financing they utilized to acquire the property. In turn, financial institutions can then face widespread defaults on these loans.<br/><br/>The rental property market is massive, as roughly 34% of the American population consist of renters. If left unaddressed, this situation has the potential to cause cataclysmal consequences on the economy, including mass homelessness and foreclosures of rental properties and complexes. Everyone, from the tenants to the bankers and beyond, are stakeholders in this dire situation and this paper will seek to explore the issues, desires, and potential solutions applicable to all parties involved. Beginning with the pre-pandemic outlook of the rental housing market, then examining the impact of the coronavirus and the resulting federal actions, to finally explore solutions that may prevent or mitigate this potential disaster.
We completed in depth secondary research, focusing on environmental trends (social, economic, technological, political/legal, and natural) that affect the business environment in America, as well as produced a current market analysis of the American restaurant industry. This market analysis includes the discovery and evaluation of the history of the American restaurant industry, its evolution, its forecasted trends, and more specifically, taking a closer look at the nearly visible presence German cuisine establishments currently represent in America’s marketplace. By uncovering forecasted trends and determining the important presence the restaurant industry holds in America’s economy, we confirmed that designing and opening a German inspired restaurant is a great investment in an industry that continues to grow and prosper.
Before settling on a concept, we tested three unique German inspired models. Option 1, Prost, uniquely resembles a bar. Prost is described as a very casual and spacious beer garden placing an emphasis on quality German beer and small shared plates or appetizers. In contrast, option 2, Geister Haus is described as an upscale sit down restaurant that not only provides a wide selection of beer, wine, and spirits, but also an extensive menu with traditional German plates. Geister Haus is meant to provide its consumers with the authentic German experience. Lastly, option 3, Das Good is a modern concept that creates a fusion of German and American culture by providing traditional German specialties with a twist.
After conducting a survey testing all three concepts, the feedback we received from our test subjects (41 individuals representing diverse demographics) confirmed that Das Good was the most interesting German inspired concept that they would most likely visit. However, Prost was a close second, and many respondents suggested a combination of the two concepts; that is how the finalized Das Good restaurant was formed. Das Good’s business plan includes:
Company mission and values centered around diversity, community, and celebration
Target consumer profile otherwise known as Jackson Nelson that represents the specific demographic and psychographic qualities of a potential consumer we intend to attract
Competitive analysis of three carefully selected primary competitors (The Yard at Culinary Dropout, Brat Haus, and Pedal Haus Brewery) located within the Valley
Beyond the details of our business plan, we placed an emphasis on the marketing campaigns and design aspects of Das Good. For example, we researched three specific locations in which we will consider to invest, and developed a full menu including item descriptions and prices. We focused on physical evidence of store blueprints including indoor seating and outdoor patio layout and explained the value of our community centered open floor plan. Finally, we crafted a two-fold marketing plan that integrates digital exposure via local influencers and customer engagement via prize-worthy games featured at music, arts, and food festivals.
The objective of this project was to combine my passion for creativity, branding and graphic design into a project that would be personally challenging for me, as well as something that would deliver a result. In considering all these things, I decided to “rebrand the brands we know & love” by picking 5 companies to recreate their logos and redesign the packaging and artwork for one product from each company.