Brand Management PPT

BRAND AUDIT REPORT

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Introduction

• Choose any existing brand

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

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Objectives

• Understand what consumers think of the brand

• Can be broken up under the following:

– Historical overview and background

– Brand inventory (brand elements, target segment, positioning etc.)

– Brand exploratory (Consumer perceptions)

– Main findings

– Recommendations

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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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Brand inventory

• Brand elements

• Brand associations

• Positioning strategy (POP/POD)

• Target market

• Existing campaigns

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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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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 dimensions positively or negatively affect brand equity)?

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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?

Sample questions

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Brand Awareness Questions

Examples

Which brands of “product category” are you aware of/last use? (open-ended)

Which brand of “product category” is your favourite? (open-ended)

Have you heard of brand “x”? Yes/No/Unsure

Have you tried brand “x”? Yes/No/Unsure

What are the first associations that come to your mind when you think of brand “x”? (open-ended)

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Brand Performance Questions

How would you rate these brands on… Brand X Competitor 1 Competitor 2 Attribute 1 (e.g. convenience) Attribute 2 (e.g. quality) Attribute 3 (e.g. value for money) Attribute 4 (e.g. availability/accessibility) Attribute 5 (e.g. variety) Attribute 6 (e.g. staff/service) Attribute 7 (e.g. promptness) Attribute 8 (e.g. appearance)

Measure on at least 7-8 tangible aspects of the brand

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Brand Imagery Questions

To what extent do you agree with the following statements?

Brand X Competitor 1 Competitor 2

I want to be like the people who use this brand I look up to the people who use this brand I like the people who use this brand This brand is exciting This brand is competent This brand is sincere This brand is sophisticated This brand is rugged

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Brand Judgment Questions

To what extent do you agree with the following statement?

Brand X Competitor 1 Competitor 2

I really like this brand This brand satisfies all my needs I feel this brand is superior to other brands This brand is worth every cent I would pay a premium for this brand This brand offers a lot of advantages compared to other brands I would recommend this brand to others

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Brand Resonance Questions

To what extent do you agree with the following statement?

Brand X Competitor 1 Competitor 2

I am very loyal to this brand I buy this brand whenever I can I feel very connected to this brand I always promote this brand on social media I like to talk about this brand with others I follow all the news and events related to this brand I am proud to tell others that I use this brand

Data Analysis and reporting

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Example – respondents’ ratings on convenience (as part of brand performance) (Contd.)

Ratings ( out of 5 points)

Convenience (Brand A)

Convenience (Brand B)

R1 2 1 R2 3 5 R3 3 2 R4 2 1 R5 5 4 R6 4 3 R7 1 2 R8 2 4 R9 2 3 Average Rating 2.67 2.78

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Example – mean ratings for brand performance on different attributes (Contd.)

Average Ratings Brand A Brand B

Convenience 2.67 2.78 Quality 3.45 3.21 Affordability 2.10 3.67 Service 2.92 2.27 Staff 3.33 2.94 Variety 4.12 3.78 Cleanliness 3.65 3.23

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Example – mean brand performance on attributes

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Convenience Quality Affordability Service Staff Variety Cleanliness

Brand A Brand B

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Results and findings • Focuses on results and what these results mean for the

brand (for. e.g. the brand has lower recall than its competitors)

• Results should correspond to each aspect of brand equity (brand awareness, brand performance, etc.)

• Corresponding charts with comments • Best practice suggests that tables, figures and graphs

be used when results are presented • Graphs and tables should provide a simple summary of

the data in a clear, concise and nontechnical manner

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Results – sample display • Sample display of bar charts

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Conclusions • Descriptive statements which generalise and summarise the

results

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Submission details

• Video Submission

• 10 minutes maximum (there will be a penalty for exceeding time)

• Use of figures/diagrams/graphs is encouraged

• Deadline: 2nd November (11:59pm)

• Submissions must be made on CANVAS

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Resources

The following resources will be made available on CANVAS:

• Sample survey

• Sample report (in a word doc format)

• Details on how to make a video presentation

• Details on how to upload a video submission

• Evaluation criteria