Concept Proposal and Concept Board for Artisan du Chocolat

1. Produce a word –processed concept proposal, up to 2,000 words, in report format (you do not need an executive summary).  Use relevant headings and sub-headings.  This must justify the proposed new branded article by referring to market factors and, especially, brand theory.  The structure of the report must be logical.  (There will be further guidance on Bb under Learning Materials regarding the structure.)
2. This must include a product description, using the terminology covered in Riezebos and Keller.
3. Apply relevant brand language, concepts and theory throughout the report to explain and justify your concept proposal.  Note: relevant aspects of this have been covered in the Activity Journal tasks.  There may be more.  This is your opportunity to show initiative and to demonstrate how much you have learnt from the text-book on brand concepts and theory. Further, the report must not contain vague waffle.  All claims must be supported by relevant market information, figures and data.
4. Apply the brand image transfer model.
5. Use the Harvard referencing method.

Submit the Concept Proposal ONLY to Turnitin and attach the 0riginality Report to the hard copy

Concept Board – Instructions

To support your proposed branded article you should provide a Concept Board (picture board).   The requirements for this are as follows:

1. The Concept Board should be A3 paper, which will be folded in half and attached to the back of the Activity Journal.  Your tutor will demonstrate this.
2. Depict (draw) the proposed new branded article, complete with appropriate packaging and brand name.  There are examples on the internet and your tutor will guide you on this.  (Note:  It is up to you whether you use a software package to create the visual image, or use traditional methods.)

Include a title and a concept statement.  (Your tutor will cover concept statements in class