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BRAND AUDIT GUIDELINES

ASSIGNMENT OVERVIEW:

A Brand Audit is an analysis of the DNA of a brand’s strategy. It encompasses the brand identity, current position in the marketplace and examines areas for opportunity.

1. COMPANY OVERVIEW (2 PTS): Include the following:

-Name of the parent company & Industry

-Mission & Vision Statement

-History & Values (e.g. Signature Story)

-Marketplace Metrics (e.g. market share)

2. BRAND PORTFOLIO (2 PTS): List the core branded products and services along with their line-extensions (bullets are fine for this section).

3. SEGMENTATION, TARGETING & POSITIONING (6 PTS): Include ONE of the following bases for segmentation and define the exact components of that bases for segmentation. For example, Demographic is a Bases for Segmentation. However, age, gender, income are the components; include the Target Market (e.g. Women between the ages of 18-34) and finally, include the positioning statement (see attached framework).

4. BRAND EQUITY (6 PTS): Include a summary paragraph of the following 3 components of Brand Equity: Awareness, Association and Loyalty. Discuss the brand’s strengths and weaknesses across all 3 areas. Use both qualitative and quantitative information (e.g. brand awareness and brand value). Give specific examples of how the brand has generated awareness, created associations and built a loyal consumer base.

5. COMPETITORS (3 POINTS): Conduct an analysis of the top 2 Competitors by using a Perceptual Map . Your map should contain your competitors, your brand and two important attributes for differentiation in the category. For example, for the auto industry you could use Luxury and Performance for attributes. This section will also include a summary paragraph to explain your perceptional map (see attached framework).

6. VISUAL BRAND LANGUAGE (3 PTS): Discuss the communication strategy and touchpoints for the brand. This is the one place where you will include detailed information on the brand personality: logos (provide image), tag lines, blogs, website screen shots, advertising, social networks, mobile, APPS, PR, Podcasts, trademarks (provide images), unique packaging and design elements. Again, this section must include a summary paragraph.

7. OUTLOOK (3 PTS): explain areas of opportunity for the brand as it relates to new markets and product development. You will not receive credit for suggestions for promotions and advertising or recapping current strategies.

POSITIONING STATEMENT FRAMEWORK:

EXAMPLE: APPLE WATCH

“For the Technotainment Enthusiast , The Apple Watch , is the Smart Watch that provides Funky Function , because it:

· Answers phone calls

· Streams my Apple Music

· Has 50 m water depth resistance; Can be worn anywhere

· Has interchangeable fashionable wristbands

NOTE: YOU SHOULD HAVE AT LEAST 2 REASONS TO BELIEVE

PERCEPTUAL MAP FOR AUTOS

NOTE: YOU ONLY NEED 2 COMPETITORS AND YOUR BRAND FOR YOUR MAP