Your group assignment is to pick a brand from the list of brands(attached) and conduct a thorough brand audit. Each group must study and analyze a different brand. Brands will be assigned on a “first come, first serve” basis. Post your group’s choice of brand and gp number on the “questions for Prof/TA” board so that everyone can see your group’s choice. This way, the other gps will know which brands are already taken on a first come first serve basis. Once your gp posts a Brand choice (that is not already taken)- it’s yours.
The brand audit analysis will be based on information from public secondary sources, company web sites, as well as your own professional experiences and insights. Surveys or primary research are not required but can certainly be conducted and used as needed. The final Powerpoint report should be submitted using the assignment link on elearning. The length of the Brand Audit report should be approx. 30-40 ppt slides (not including any appendices or references).
Typically a thorough audit requires 30-40 hours of work which divided among 6 or 7 gp members usually amounts to an average of about 5-6 hrs of work per student. The following format and guideline will help streamline the approach and the process. A tentative example is available for you to review on page 132 of the textbook. This Rolex example is only that…an example…just a very brief and concise example. I. Brand Inventory A current, comprehensive profile of how all products and services sold by a company are marketed and branded.
This is mainly the supply-side view of the company and the brand. Should include (but not limited to): History of the brand Identification of all brand elements (logos, symbols, characters, packaging, slogans, trademarks). Brand architecture. Description of attributes of the product/idea/service. Profile of direct and indirect competitive brands (use points of parity and points of difference). Include market share and other relevant facts and figures. ‘Brand Architecture’ and ‘Hierarchy’ and ‘brand product matrix’ (where applicable). Pricing, profitability and market share of the brand.
Distribution channels and policies. Supporting marketing communications/promotional programs. Brand personality as reflected by the brand elements and existing marketing mix. 1 II. Brand Exploratory This is usually the more challenging research and analytical component of this assignment. Actual consumer perceptions may or may not reflect those intended by the marketer. The Brand exploratory is aimed at understanding what consumers feel and think about the brand in order to identify sources of brand equity. Should include (but not limited to):
Customer knowledge of the brand (include “Brand Mental Map”). Brand Associations: awareness, strength, favorability, consistency and uniqueness of brand associations. Main sources of Brand Equity (possible threats to Brand Equity) Customer-Based Brand Equity Pyramid (CBBE pyramid) Problem areas/inconsistencies of perception vs. market reality. The size, profile and buying behavior of the most important customer segments. The depth and breath of ‘Brand Awareness’. A perceptual map showing the brand and its main competitors along the most important brand attributes.
III. Conclusion & Recommendations: Should include (but not limited to): SWOT analysis. A proposal for a ‘positioning’ statement. Recommendations concerning how to measure, build and manage additional Brand Equity. IV. Appendix: Supporting/additional Tables, Charts, Graphs, Figures, Photos, etc. V. References: List only the material that you actually refer to in the report. Choose from this list of Brands (most of them from Business Week’s 100 Best Global Brands) Post your gp’s choice on the “Ques for Prof/TA” board on a first come first serve basis.