brand report

BRAND AUDIT REPORT

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Branding 24211

Introduction

• Choose any existing brand

• Should be known among consumers so you can measure consumer perceptions about the brand

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Branding 24211

Objectives • Understand what consumers think of the brand

• Can be broken up under the following:

– Historical overview and background

– Brand inventory

– Consumer perceptions

– Main findings

– Recommendations

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Branding 24211

Historical overview and background

• Parent company background

• Existing brands

• History of chosen brand

– Any changes in positioning/target market?

– Competitors

– Exisiting brand extensions (if any)

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Branding 24211

Brand inventory

• Brand elements

• Brand associations

• Positioning strategy (POP/POD)

• Target market

• Existing campaigns

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Branding 24211

Consumer perceptions

• Conduct quantitative research to identify:

– Brand awareness/usage

– Brand performance

– Brand imagery

– Brand judgments/attitudes

– Brand resonance

Important: Min. sample size of 10 consumers

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Branding 24211

Findings

• Is there a gap between desired positioning and the positioning based on consumer perceptions? Why?

• Which are the main drivers of brand equity (which of dimenions positively or negatively affect brand equity)?

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Branding 24211

Recommendations

• What can be done to rectify the problem/s?

• Play consultant and be creative

– Possible extensions?

– Trimming the brand portfolio?

– Change pricing? Packaging? website/?

– Promotion campaign?

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Branding 24211

Report details

• 5 pages maximum (there will be a penalty for exceeding page limit)

• Font – 12pt, Times New Roman, single space

• Use of figures/diagrams/graphs is encouraged

• References, appendices not included in page limit

• Deadline: 1st November (11:59pm)

• Submissions must be made on Canvas through Turnitin