need help brand audit


The project is the creation of a Brand Audit. Suppose you have been hired as a consultant for a large brand company. You are being asked to evaluate the current brand and provide suggestions for changes to bring their brand to the next level or to reinvigorate the brand.

To successfully complete this project, you will be expected to apply what you have learned including the following objectives:

  • Identify and apply models to select, establish, and maintain competitive brand positioning
  • Develop a broad perspective of branding through current research on theory and measurement of brand equity and brand relationships
  • Understand the critical issues in planning, implementing and evaluating brand strategies

The result of your efforts should be a paper 12 to 15 pages in length. It will include five sections, each with its own heading:

    1. Brand Introduction
    2. Brand Audit
    3. Brand Exploratory
    4. Gap Analysis
    5. Recommendations

Support each section with scholarly references.

1. Brand Introduction

Complete a comprehensive and up-to-date look at how the products and services of your company are marketed and branded. List all of your company’s major product lines and then secondary (may be support) lines.

  1. Brand Audit
    • Identify all of the visual and written descriptors, logos, slogans, characters, symbols, packaging, colors, and so on that are used for each.
    • Identify the product attributes/characteristics of the brand.
    • Identify the pricing strategies of the brand.
    • Identify the distribution strategies of the brand.
    • Identify brand messages and all of the ways those messages get communicated.
    • Identify any other marketing activities undertaken on behalf of the brand.
  1. Brand Exploratory

The consumer side of the brand picture is needed to assess whether the brand marketing has achieved its intended goals. Detailed information on what the consumers think of the brand should be collected. Find any current research already available on the brand. Get a feel through your research how the brand is positioned in regard to the competition. Talk to users of the brand to assess the brand from their perspective and also talk to non-users and assess their perspective of the brand (A CBBE pyramid may be helpful for this assessment). Poll users or non-users about possible brand extensions for the brand.

4. Gap Analysis

Compare and review the Brand Audit and Brand Exploratory and identify (1) gaps, (2) failures, and (3) successes.

5. Recommendations

Recommend next steps based on your analysis. Assess the information you have gathered and make specific recommendations for the brand, backed by sound evidence. The recommendations should be bulleted list of no more than five items.

Guidelines for Submission: Your Brand Audit must be 12-15 pages in length (plus a cover page and references section) and must be written in APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. All references cited in APA format.

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