I have a Phd level project
I am to make a digital brochure of 1000 words, capturing the creation of your new sub-brand. This is envisaged to enhance the image and equity of the current brand by tapping into emerging markets and big customer trends. This is a creatively produced, digital brochure style report. Choose a software that you are familiar with e.g. Word, Publisher, Canva. A maximum of 1000 words, that does not include tables/diagrams and references section.
This digital brochure is accompanied by a 500 words reflective statement, which consider the process of interacting with client and adjusting to their requirements.
Main body of brochure to include:
1. The rationale behind launching the new sub-brand
2. The brand identity of the new sub-brand
3. The value proposition of the new sub-brand
4. The launch tactics for the new sub-brand

Reflective Statement
This should be accompanied by a 500 words reflective statement, which consider the process of interacting with client and adjusting to their requirements.

Criteria:
(i)The brand identity of the new sub-brand (30 marks) What is the external brand identity? E.g., logo, tagline, typeface, brand colours. What is the internal brand identity? E.g., brand culture, brand ethos, brand personality, brand purpose. How are you positioning your sub-brand in the market?
(ii)The value proposition of the new sub-brand (15 marks) What makes your sub-brand attractive to the consumer? You can look at this from both a functional and emotional perspective. How will the consumer experience the sub-brand? What is the customer journey?
(iii)The launch tactics for the new brand (15 marks) How are you going to launch your sub-brand? What are your tactics? E.g., behavioural, content marketing, influencers, etc.? How will the sub-brand be managed going forward?
(iv)The presentation of the digital brochure (25 marks) Authentic - it should be original, you have to own it. Academic underpinning - needs to be thorough, rigorous and evidence-based. Visual and practical examples. Mix of words, succinct tables, diagrams, pictures. Structured and organised.
(v)Reflective statement on the learning (15 marks)


The new sub-brand is “Adidas Mindful”


A detailed structure is below
I. Digital Brochure

1. Cover Page
- Title: Introducing Adidas Mindful
- Logo
- Tagline

2. Introduction    150
- Brief overview of Adidas Mindful
- Purpose of this digital brochure

3. Rationale behind launching Adidas Mindful     250
- Emerging market trends
- Benefits for the main Adidas brand

4. Brand Identity of Adidas Mindful      250
a. External Brand Identity
- Logo
- Tagline
- Typeface
- Brand colors
b. Internal Brand Identity
- Brand culture
- Brand ethos
- Brand personality
- Brand purpose
c. Market positioning

5. Value Proposition of Adidas Mindful     200
a. Functional and emotional benefits
b. Consumer experience
c. Customer journey

6. Launch Tactics for Adidas Mindful    200
a. Launch strategies
- Behavioural
- Content marketing
- Influencers
- Partnerships
b. Sub-brand management strategy

7. Conclusion      50
- Summary of key points
- Expectations for the future of Adidas Mindful

8. References
- List of sources and citations

II. Reflective Statement (500 words)

1. Introduction
- Brief overview of the project
- Description of client interactions

2. Balancing Client Requirements and Creativity
- Challenges faced while working on the project
- Adjustments made based on client requirements
- Creative problem-solving techniques used

3. Learning from Interactions and Feedback
- Lessons learned from client interactions and feedback
- Adjustments made based on these insights

4. Application of Academic Concepts
- Branding and marketing concepts utilized during project
- Relationships between theory, practice, and experience

5. Personal Reflections
- Skills developed and improved
- Areas of personal growth
- Learnings and insights for future projects

6. Conclusion
- Summary of reflective statement
- Closing thoughts on the project and learning experience


To the above, i have written the following
Introducing Adidas Mindful: A Revolutionary Step Towards Sustainable and Conscious Living

Welcome to the world of Adidas Mindful, a new sub-brand of the renowned sportswear giant, Adidas. This digital brochure aims to provide insights into the conception, brand identity, value proposition, and launch tactics of Adidas Mindful, aligning with the latest market trends and consumer expectations (Aaker, 1996). As the world rapidly shifts its focus towards sustainability and well-being, Adidas Mindful embodies these principles, creating a unique space in the market that appeals to conscious and responsible consumers (Kotler & Keller, 2016). We invite you to explore how Adidas Mindful not only complements the existing Adidas brand but also paves the way for the future of the activewear industry, setting new benchmarks for ethical, environmentally friendly practices, and mindfulness in every aspect of the consumer’s life (Porter & Kramer, 2011). Join us on this exciting journey as we unveil the essence of Adidas Mindful!


Rationale behind launching Adidas Mindful

The decision to launch Adidas Mindful as a new sub-brand is anchored in the recognition of two key trends shaping the modern activewear market: the growing emphasis on sustainability and the rising mindfulness movement. Consumers are increasingly adopting environmentally friendly and ethical consumption habits, challenging brands to innovate sustainably (Niinimäki, 2020). Adidas has responded to this demand by expanding its ‘End Plastic Waste’ initiative, incorporating recycled materials in its products (Adidas, 2020). However, launching Adidas Mindful takes this commitment a step further, integrating circular economy principles, and promoting active mindfulness in consumers’ lives (Lewin & Broillet, 2021).

The introduction of a sub-brand allows Adidas to better differentiate its sustainable and responsible product offerings, catering to the needs of consumers who prioritize both ecologically conscious and mindful living choices (Kaufmann et al., 2012). At the same time, Adidas Mindful will contribute to enhancing the image and equity of the main brand, reinforcing its commitment to address environmental and social concerns, and cultivating strong connections with these customer segments (Keller, 2003).


Brand Identity of Adidas Mindful

External Brand Identity:
Adidas Mindful’s logo incorporates elements of the iconic Adidas ‘trefoil’ design, modified to represent growth and interconnectedness, signifying the brand’s dedication to sustainable and mindful lifestyles (Olins, 2008). The tagline, “Conscious Motion,” embodies the underlying principles of mindfulness, encouraging consumers to be aware of their choices and actions each day. Typeface and brand colors evoke a feeling of tranquility, with cool shades of green and blue symbolizing nature, well-being, and harmony (Mahnke, 1996).

Internal Brand Identity:
Brand culture: Adidas Mindful fosters a collaborative, inclusive work environment that empowers employees to contribute to sustainable strategies and cultivate mindfulness practices in their professional and personal lives (Schein, 2010).
Brand ethos: At its core, Adidas Mindful is committed to promoting responsible consumption, encouraging consumers to adopt conscious choices that minimize environmental impact and contribute to a balanced, meaningful life (Schultz & Hatch, 1996).
Brand personality: Adidas Mindful embodies a caring, responsible, and innovative personality, reflecting its mission to advance both sustainability and mindfulness in the activewear market (Aaker, 1997).
Brand purpose: The primary purpose of Adidas Mindful is to inspire not only functional but also transformative change, dedicating itself to the well-being of individuals, communities, and the planet (Kotler et al., 2019).

Market Positioning:
Adidas Mindful positions itself at the intersection of sustainability, mindfulness, and style in the activewear market. The sub-brand targets conscious and aspirational consumers, seeking eco-friendly products that support their physical and mental well-being, while aligning with their values and identity (Kapferer, 2012). By offering a differentiated value proposition, Adidas Mindful aims to become the go-to-choice in the burgeoning niche of mindful and sustainable activewear.


Value Proposition of Adidas Mindful

Adidas Mindful’s value proposition uniquely combines functional and emotional benefits to create an all-encompassing, meaningful offering for conscious consumers (Osterwalder & Pigneur, 2010).

a. Functional benefits: Adidas Mindful products, made using sustainable materials and practices, cater to the performance and style expectations of contemporary consumers without compromising on quality, durability, or aesthetics (De Chernatony, 2006). Furthermore, the sub-brand’s commitment to circular economy principles, such as recyclability and repairability, extends the product lifecycle and offers tangible value to eco-conscious customers (Geissdoerfer et al., 2017).

b. Emotional benefits: Identifying with Adidas Mindful allows consumers to express their values and feel a sense of pride and connection to a like-minded community (Gardner & Levy, 1955). Purchasing Mindful products not only contributes to environmental and personal well-being but also fosters lasting emotional connections, resulting in a more fulfilling, balanced life (Higgins, 2002).

c. Customer journey: Adidas Mindful is dedicated to providing a seamless, engaging customer experience across touchpoints, from discovery and purchase to usage and after-sales support. By integrating mindfulness practices in-store and online, customers can embrace their personal growth journey, accessing workshops, tutorials, and resources to further foster an eco-friendly, mindful lifestyle (Rawson et al., 2013).


Launch Tactics for Adidas Mindful

a. Launch strategies:
Behavioural: Utilize data-driven insights to identify and efficiently target the ideal consumer segments (Sharma & Sheth, 2010).
Content marketing: Develop compelling, authentic content showcasing Adidas Mindful’s environmental and social initiatives, providing readers with actionable advice on sustainable living and mindfulness practices (Pulizzi, 2012).
Influencers: Partner with influencers who embody the core values of Adidas Mindful, effectively bridging the gap between the brand, its audience, and the sustainability-minded community (Freberg et al., 2011).
Partnerships: Collaborate with reputable sustainability-focused organizations to promote joint initiatives and wider reach (Varadarajan & Cunningham, 1995).

b. Sub-brand management strategy: To ensure long-term success, Adidas Mindful will continuously monitor market trends, adapt its product offerings, and engage in open dialogues with stakeholders. Additionally, the brand will consistently evaluate the environmental impact of its operations, aiming for continuous improvements in sustainable practices and ongoing communication with customers regarding its achievements and future goals (Hatch & Schultz, 2001)

In 80 words each, generate section 7 of the digital brochure. Ensure to use proper in-text citation referencing (Harvard Style). and be very clear and precise