brand audit

[krupabaldev]

Project Proposal


Objective :

To determine how consumers perceive Nike brand.
Evaluate whether Nike's brand identity matches the brand image that people see.
Whether the brand philosophy has been executed the same way through its retail outlets.

Title Page :

A. Brand Description (2 page maximum)
1.In narrative form, identify your brand and describe its history (1-2 paragraphs).
2.Explain the product or service your brand represents and identify the corporation that owns it. Include the corporate office location, CEO’s name, information about their marketing operations, and similar information.
3.Provide a small graphical representation of your brand for one time use in an educational setting.

B. External Marketing Environment (2 pages maximum)
Describe the social, demographic, economic, technological, political and legal, and competitive factors that affect your brand

C. Marketing Mix

1.Product (1 – 2 pages)
a. Discuss whether the brand is a convenience, shopping, specialty, or unsought product
b. Discuss your analysis of where the brand is on the product life cycle (In addition to this description, use the “Drawing” toolbar of MS Word to draw an example of the product life cycle, such as in Exhibit 10.4, and indicate where your brand is on this graph)

2.Place (1 – 2 pages)
a. Discuss the primary marketing channel or channels for your brand
b. Discuss the major retail outlets for your brand.
c. Provide an analysis of the effectiveness of these retail outlets.

3. Price (1 – 2 pages)
a. Discuss whether the pricing objective is profit-oriented or sales oriented
b. Discuss your analysis of whether the primary price strategy is price skimming, penetration pricing, or status quo pricing
c. Discuss two tactics use by your brand for fine-tuning the base price

4. Promotion (1 – 2 pages)
d. Discuss your analysis of advertising campaigns of the brand. If available, show examples.
e. Discuss the media types used in the advertising.
f. Discuss how the organization uses public relations for the brand.
g. Describe how sales promotion of the brand occurs.

D. SWOT Analysis (1 – 2 pages)
Provide your analysis of the strengths, weakness, opportunities and threats associated with your brand.
References


Required headings for Brand Audit:

EG ' The SWOOSH '


A. Brand Description
1. Brand identification and history
2. Product/service and corporate information
3. Brand graphic

B. External Marketing Environment

C. Marketing Mix
1. Product
a. Product type
b. Product life cycle
2. Place
a. Marketing channels
b. Retail outlets
c. Effectiveness of retail outlets
3. Price
a. Pricing objectives
b. Pricing strategy
c. Fine-tuning the base price
4. Promotion
a. Analysis of advertising campaigns
b. Media types used in advertising
c. Public relations
d. Sales promotion

D. SWOT Analysis
References

Project requirements: (Figure it out that the below requirement is same in your college or not)
• The minimum length of a brand audit/research paper is 10 pages of typed text using a double-spaced format.
• The margins for each page must be set at one (1) inch on all four edges.
• The required font to be used throughout the paper, including headings, tables, and figures, is 12 point Times New Roman. (This policy is written in 12 point Times New Roman.)
• After the title page, the pages must be numbered in the upper right hand corner, beginning with page 1. The first page of text is page 1. The title page is not page 1. Do not number reference pages. Do not type your name, title, class name, etc., at the top or bottom of the narrative pages. Failure to number pages results in a point deduction. Make all text left hand justified.
• After using the appropriate font, margins, and pagination, you must have a minimum of 10 full pages of typed text. Deductions will be given for short papers. Examples of short papers include: Nine full pages of text and a half page of text on page 10; using margins greater than one inch to mask paper length; using font size greater than 12 point Times New Roman to mask paper length; using excessive “white space” to mask paper length.
• Center the title of the paper on the title page. At the bottom of the title page center the following on 3 separate, single-spaced lines: student’s name, date submitted, and class name and number.
• The paper must be stapled in the upper left hand corner. Report covers or folders are not permitted.
•Reference Page(s) - Use APA format. A minimum of two references is required such as the corporate website and the on-line annual report. When you use citations from the text, these should be referenced too.

Power Point Presentation:
Prepare about 15 – 20 slides summarizing your brand audit.
• As a general rule, a brand audit should take 20 – 30 minutes to present. You will answer questions from the instructor and your classmates.
• Treat this project as if you are a marketing consultant hired to conduct an audit of the brand you selected.
• Be as creative as you can be in your presentation.
• Your Power Points must show good use of graphics, color and imagination.
• You are not required to include video, audio or other media in your Power Point slides, but otherwise it should be a superior, flawless presentation.
• Provide two copies of your Power Point presentation to the instructor at the beginning of the class period due. The format of the copies are to be as follows: Handouts, 3 Slides per Page, Pure Black and White, and Frame Slides.
• Rehearse your presentation ahead of time. You can use your Power Point slides to guide your discussion, but do not just read your slides to the class.

(In the past, students have used storyboards, advertising or marketing videos provided by the marketing departments of the company whose brand they selected, and small product samples to distribute to those present. I do not want your presentation to consist of you reading the words from a set of black and white slides.)

A comprehensive and systematic examination of all collateral (both tangible and intangible) which relates to a brand.

[simplysweetsakshi]

hiii........ i need brand audit of a brand that is not to successful...

[Balasubramaniam]

Excellent format to work on. It gave me a clarity of work and a dimension to work on, which i feel a most important for every professional. Thank you very much. Keep it up.