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BRAND AUDIT REPORT Rationale: Brand Audit is a comprehensive assessment of an organizations brand, in which its strengths and weaknesses

are assessed and opportunities are determined. The purpose of a brand audit is to capitalize on the opportunities in efforts to improve the various elements of an organizations brand in both management and marketing perspectives. Most of brand managers avoid taking any step without conducting a rigorous brand audit. This assignment provides an excellent opportunity to enrolled students to peruse brand audit for a selected brand which they wish to join as team member for brand management. Key Deliverables: You are required to conduct a complete brand audit for a specific brand and present your findings it in front of your fellow colleagues. All group members must be present in the presentation process. Any group member will be asked to present on behalf of the group.

Objectives of Brand Audit Specific issue faced by the brand Scope of Brand Audit . Target Audience . Geographical boundaries . Approach used for Brand Audit .. Social & Cultural Issues. Ethical issues Brand Brand (self-analysis) Industry Review Market Size Consumer Analysis Needs &Wants . Trends & Motivations. Perceptions &Attitudes . Segmentation &Targeting . Competitors Analyses Brand Inventory Brand Elements.. Brand names Logos and symbols

Characters. Slogans & Jingles Sounds &Music .. Colors, Fragrance &Aroma . Criteria for Choosing Brand Elements.. Memorability Meaningfulness . Likability .. Transferability Adaptability Protectability Core Brand Values . Marketing programs. Brand Strategies (Line Extension and Category Extension) Consumer perceptions analysis. Awareness (Recognition, Recall) . Image (Associations) . Brand responses (Purchase Intentions) .. Brand relationships(Behavioral loyalty, Brand substitutability) . Brand Usage Analysis Frequency of usage. Spending on brand / product category) . Brand Positioning Analysis Brand Equity Identity . Salience (Depth & Breadth) . Meaning. Imagery (User profiles, Purchase, usage, personality, heritage) Performance (Product characteristics, price) Response Feelings (Warmth, Fun, Excitement, Security, etc) Judgments (Quality, Creditability, Consideration, Superiority) Relationship.. Resonance (Loyalty, Sense of Community) ..