Brand Audit: The goal of the brand audit is to conduct an in-depth examination of a brand and suggest ways to improve and leverage that brand’s equity.The final project will include a written report as well as a presentation. The presentation will be no more than 10 minutes of video posted that will discuss your brand audit. The written report is to be a succinct report and bullet point sections would be appropriate. You should have conducted some qualitative market research (either at least two one-on-one interviews or one 6-8 person focus group), and/or quantitative research (perhaps a brief survey). The final report will use this information to identify the sources of brand equity (the brand inventory and brand exploratory), providing the basis for your recommendations for how to build and manage equity for the brand chosen.
Report Expectations: Your written summary should not exceed 6 single-spaced typed pages, a one-page executive summary, and no more than 5 pages of appendices (1” margins, 12-point type).
Components of Final Brand Audit
History of Brand and Overview of Report
Key Challenges Facing Brand
Brand Inventory (Brand inventories are comprehensive summaries of a firm’s marketing and branding program.)
Detail the brand architecture.
Analyze the firm’s branding and marketing programs. How do they contribute to brand knowledge? How consistent have they been over time? Is there consistency between the brand and marketing elements?
- Profile competitive brands and market situation.
- Brand Exploratory (Brand exploratories are in-depth profiles of consumers’ brand knowledge structures. You should use the appropriate tools discovered in the course.)
- Major issues or challenges for your brand.