Brief introduction (max one paragraph)
Brand inventory – This involves an analysis of the firm’s brand portfolio and the brand’s current positioning in the marketplace the company operates in.
– Owner of the brand, History of the brand, Products/Services offered under this brand, Positioning of the brand, Brand Elements (names, URLs, logos, symbols, characters, slogans, jingles, packaging), Distribution (where is the brand available?), Approximate value of the brand (include revenues, profitability, budget, etc.)
2. Brand Analysis – Offer a detailed analysis of consumers’ brand knowledge structures based on the customer-based brand equity framework
Assess brand associations at each level of the consumer-based brand equity pyramid based on secondary evidence only (e.g. based on consumer reports, consumer groups, discussion group web sites, magazines, newspapers) ***
Suggestions and Recommendations
Summarise the extent to which the brand has succeeded or can succeed and recommend two either strategic or tactical recommendations that could improve it over the short term (i.e. 18-24 month period). Recommendations should be closely integrated to reassure brand image, awareness and equity.
All secondary information sources such as journals, magazine articles, websites and industry reports must be properlyacknowledged and formatted with in-text citations of the original source and an organized list of references. Please strictly adhere to APA guidelines for properly documenting information sources used in the final brand audit report. References are not included in the word count.