Brand Analysis into Action

Turning knowledge into action is key for your success in marketing. Now that you’re finishing this
lesson, here are the key actions to consider before moving forwards.

Recap
  1 week      Take the knowledge test

Objectives
Analyze your brand situation via 5Cs analysis template which I already made for you.

Brand Analysis: Market Understanding

1. Take a fresh look at your market insight data: Look for deeper data relating to your target
consumer. Consider whether you have the right data? Can you spot any gaps in the data?
Can you challenge any of the assumptions?
2. Search as many reports of your category or industry as possible in Google
3. Search for experts’ points of view on your category or industry
4. And then consolidate all information into the slide of Category. It will be perfect if you
make it short and simple. Don’t need to make it so complicated at all.

Brand Analysis: Consumer Behavior & Understanding

1. Search reports related to consumer behavior and usage in your category in Goolge.
2. Search discussions related to category in Facebook Groups, Social Media, and Forums.
3. Take a fresh look at your consumer insight data: where your target consumer goes online,
what they do and what gets their attention.
4. Uncover whether there is a significant gap between where your consumers place their
attention and where the brand focuses its marketing. Review with the brand team and
agencies what this means for the strategic mix of media in your market
5. Get as many inputs as possible from close co-operation with your advertising and Media
partner
6. Check if you can use any learning from previous campaigns to identify digital
channels/tactics which work/do not work with your consumers (assuming the execution was
correct in the first place)
... Which of these is relevant for your personal digital action plan?

And then consolidate the information into Consumer slide in the template. You should focus on
consumer insight, key barriers and key drivers.

Brand Analysis: Competitors – Channels - Company

1. Search the information of Competitors and Channels as previous aspects
2. Use your own internal data of competition – channels and your company to fill in the blank
Let look at your SWOT
 After understanding your brand situation by 5Cs analysis, you can summarize it into
SWOT analysis.
 From SWOT analysis, you can prioritize your business efforts