Brand Revitalization

This project was created during my Branding class at Virginia Commonwealth University. Throughout this class, I learned key concepts of branding and how to apply them to a brand. Exemplified in this project. As a class, we were, tasked with selecting a brand and creating a revitalization plan. The brand I selected was Victoria's Secret. In order to create a new plan for the brand, I first had to understand the brand itself: its brand narrative, archetype, persona, promise, key assets, key touchpoints, product offerings, key values, the target customer, the main demographics, and psychographics, and customer segmentation. Then I could design a revitalization plan for Victoria's Secret. Creating a new plan included: determining untapped market segments, a new brand strategy, promise, touchpoints, and new product offerings.