Submission:
Assignment 01 – Brand-Diversity and Inclusion Deadline: July 7, 2024. 4:00 pm.
You will select an airline to assess its diversity and inclusion policies and how it delivers them through its brand promises. Therefore, you will create a persona that fits a minority group to evaluate their experiences engaging with the brand and assess whether it delivers its promises throughout every design touchpoint. You will unveil whether the brand is committed to diversity and inclusion practices for its stakeholders. Your submission should include the following:
1) Review the brand’s digital and physical spaces for enough time to identify the organization’s brand promise and value in your narrative. You need to start with its brand statement and mission, followed by its HR statements and social corporate responsibilities programs.
2) Identify the minority group you want to study, research them, and create a persona. In your persona creation, you need to address their culture and many identities [age, gender, religion/spirituality, socio-economic status, race/ethnicity, and sexual orientation] to assess whether the brand delivers its promises. You can use the following prompts to consider factors they may face at a particular time, moment, and place.
a) Do they see people of their race most of the time?
b) Can they walk alone most of the time, pretty well assured that they will not be followed or harassed?
c) Can they count on their skin color not to work against their appearance of financial reliability?
d) Can they be sure they haven’t been singled out because of their race?
e) Can they easily find public accommodations, or if they need accommodation, would they not fear that people of my gender, sex, age, and/or race would work against me?
3) Once you write about the persona’s experiences, you must analyze how the brand meets or does not meet its promises. If the situation is the latter, then you need to reflect on “what the brand should do to lessen or end it. Remember that privilege is not an individual act but rather part of invisible systems conferring dominance to one group.
4) Support your analysis using at least three academic sources, including journal articles, monographs, books, edited books, conference papers, working papers, and theses. * You cannot use class readings and class slides as references. Library resources.
5) The minimum length is 600 words [avoid exceeding 800 words].
6) Utilize the APA style citation to reference your work. Remember, papers that have more than 15% of plagiarism are going to have an F.
7) Your file should be named as follow and uploaded to dropbox: Family name_assignment#, e.g., cruzmegchun_A01
Note for the writer: I choose AMERICAN AIRLINE AS MY AIRLINE BRAND
