Management Question

Assignment Instructions

The brand audit will be based entirely on information from public secondary sources, company websites, as well as your own professional experiences and insights.

*I do not expect you to conduct any surveys or primary research.*

Specifically, you will assess: A) brand planning, B) building, and C) growth of your chosen brand. Addressing these questions as you examine your brand will allow you to do this.

1. Brand Planning: The first element of a brand audit is a full description of the firms current branding programs. This involves an analysis of the firms brand hierarchy, brand portfolio, strategic branding alliances, the brands current positioning in the marketplace, and how the firm is addressing branding through each of the marketing mix 6 elements (the 4ps). Be sure to include brand elements (names, URLs, logos, symbols, characters, slogans, jingles, packaging).
2. Address the following:
3. How would you characterize the positioning of your brand?
4. Where are there the greatest opportunities to further enhance that positioning?
5. Brand Building Assessment: The second element involves assessing brand-building capabilities.
6. Explore the following questions:
7. How much brand resonance does your brand have?
8. What have been the key marketing activities that have most contributed to the success of achieving its resonance and positioning?
9. How would you suggest that they improve on their brand building activities?
10. Brand Growth Assessment: The third element involves assessing growth potential and providing recommendations.
11. Explore the following questions:
12. How would you analyze your brands architecture?
13. What is good and bad about its hierarchy?
14. How does it fit into a broader brand portfolio?
15. How well has it been expanded into new markets or channels?
16. How would you judge its growth strategy?

Presentation

1. Your video presentation should be a top-line summary of the key points from your findings
2. Each individual will have 15 minutes to present
3. Every individual must present, have a speaking part, and be professionally dressed.
4. You must submit your PowerPoint presentation or whatever platform you chose before the deadline.
5. The written document for this assignment is not to be no more and no less than 10 15 pages, double-spaced pages with 11pt. font and a 1-inch margins and in APA format with title page, in text citations, and reference page. Title page and reference page are not included as part of the 10-15 page requirement.
6. Use headings and subheadings throughout your report.
7. The final report must include a profile of:

• The positioning of the brand
• Its sources of brand equity and
• Recommendations concerning how to build and manage equity for the brand.
• After summarizing current and desired brand knowledge structures, you should outline creative and relevant directions for management of your chosen brand, providing justification where appropriate with course concepts.

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