as well as your own professional experiences and insights. (I do not expect you to conduct any surveys orprimary research.) Specifically, you will assess the brand planning, building, and growth of your chosenbrand. Addressing the following, as you examine your brand, will allow you to do this: A.Brand Planning The first element of a brand audit is a full description of the firm’s current branding programs. This involvesan analysis of the firm’s brand hierarchy, brand portfolio, strategic branding alliances, the brand’s currentpositioning in the marketplace, and how the firm is addressing branding through each of the marketing mixelements. Be sure to include brand elements (names, URLs, logos, symbols, characters, slogans, jingles,packaging). 1
Address the following: 1. How would you characterize the positioning of your brand? 2. Where are therethe greatest opportunities to further enhance that positioning? B.Brand Building Assessment The second element involves assessing brand building capabilities. Address the following questions: 1.How much brand resonance does your brand have? 2. What have been the key marketing activities thathave most contributed to the success of achieving its resonance and positioning? 3. How would yousuggest that they improve on their brand building activities? C.Brand Growth Assessment The third element involves assessing growth potential and providing recommendations. Address thefollowing questions: 1. How would you critique your brand’s architecture? 2. What is good and bad aboutits hierarchy? 3. How does it fit into a broader brand portfolio?
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