...SHOP BRAND AUDIT Final Project Zuzana Gáliková Kristína Masaryková Course: Brand Value Management 2015/ 2016 Contents 1. ANALYSIS OF THE BODY SHOP .................................................................................................... 3 1.1 Introduction ................................................................................................................................... 3 1.2 Competitors ................................................................................................................................... 4 1.3 Market segment ............................................................................................................................. 5 1.4 Brand strategy ............................................................................................................................... 5 1.5 Positioning and brand elements .................................................................................................... 7 1.6 Marketing mix elements................................................................................................................ 9 ................................................................................................................................................................ 10 2. BRAND BUILDING ASSESSEMENT ............................................................................................. 11 2.1 2.2 Brand image...
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...Brand Audit Study for Cements Dealers, Wholesalers, Retailers/ Engineers Dear Dealer, This study is a research conducted by students of Siva Sivani Institute of Management to understand Dealers perceptions towards various cement brands. The data will be used in aggregate form only. The name of dealership will not be mentioned anywhere. 1. Which brand comes to your mind when you hear the word “CEMENT” ________________________________________________________ 2. Please name five brands of Cement you can think of a.______________ b. __________________ c.________________ d._____________ e. ______________ 3. Please provide the top three (3) brands that you would most likely to recommend to a customer (1 = Most Favored, 2 = Next Most Favored, 3 = Third Most Favored) a. Ultratech b. Ambuja c. ACC d. Birla A1 e. Priya f. Bharti g. Penna h. Birla Shakti Any specific reasons for your preference: ____________________________________________________________ ____________________________________________________________ ______________________________ 4. Name any brand/brands of cement that you have seen in outdoor media (roads, bus stops etc) ____________________________________________________________ __________ 5. Identify the brand with the punch line Majbooti Ka Doosra Naam:___________________________ The Engineers...
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...Objective for Brand Audit The task assigned for our Brand Management Project is to conduct a Brand Audit of any existing brand and discuss any social cultural or ethical issues faced by the brand along with he brands market, Consumer Profile, Competitors profile, brand Inventory, Brand equity, core brand Values and assess its strengths, weaknesses and opportunities. Introduction to Brand (Brand Self Analysis) Tarang is a specialized tea creamer, operating in Dairy Industry which was launched in year 2007. Tarang tea-whitener is production of Engro Foods and is currently Pakistan's Number 1 tea-whitening brand. Tarang is a specialized tea creamer that makes the perfect cup of tea guaranteed to transport tea-lovers into a state of sheer bliss any time of the day. The brand has revolutionized the Pakistan Dairy Industry. It is presently the Leader and the biggest player of entire Dairy Industry of Pakistan, in terms of VALUE and EQUITY which is bigger than any other tetra pack milk sold in Pakistan currently. Its share in the Dairy industry is even larger than Engro Food’s own packaged full cream milk Olpers, and Nestlé’s Milk pack. Tarang tea-whitener is the only tea-creamer that combines convenience with lasting quality and real value for money. It is available in liquid and powder formats that further extend the brand's appeal to a wider audience. Since the launch of the brand in year 2007, Tarang has...
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...Brand Management Brand Audit Term Project Contents Brand Audit 4 Brand Inventory 5 History 5 Company Profile 5 Collection 6 Current Positioning In The Marketplace 7 Communication strategy 7 Celebrity endorsement 7 Mystery 8 Product-Related Attributes 8 Pricing and Distribution Strategy 9 * Brand report card 9 Brand Exploratory 10 Customer Knowledge 10 * Perceptual Map 10 * Image Assosiations 10 Current Sources of Brand Equity 10 Rolex Ambassadors 11 Sports & Culture 11 Philanthropy 11 * Rolex Awards for Enterprise 11 Rolex Young Laureates Program 12 Mentors and Protégés 12 The Customer-Based Brand Equity Pyramid (CBBE) 12 Ambassadors and event 13 SWOT Analysis 14 Weaknesses 14 * Prisoner of its strategy 14 Difficulty to control the brand 14 Threats 14 * Counterfeiting: a threat to equity 14 Youth does not recognize the brand 14 Opportunities 14 * Diversification 14 Strengthen position in emerging markets 15 Building brand community 15 Associate youth with Rolex 15 Connect with Female Customers 15 Corporate Social Responsibility 15 Joint Venture to Support a Cause 16 Rolex iPhone App 16 Rolex Maritime Quarterly on ipad 16 Attacking the counterfeit industry 16 Future of Rolex 17 olex is best known as the premier producer of fine watches in the world. Recognized as an innovator in technology and marketing, the company is credited with establishing the widespread popularity...
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...Starbucks Coffee Brand Audit Simon Mc Nally Simon Mc Nally Table of Contents Starbucks Brand Audit May 10th 2010 Company Analysis ..................................................................................................................................3 Market Analysis ......................................................................................................................................3 Brand Analysis ........................................................................................................................................4 Consumer Analysis .................................................................................................................................5 Competitor Analysis...............................................................................................................................6 Strategy .....................................................................................................................................................7 Key Fact .............................................................................................................................................................. 7 Target Group ..................................................................................................................................................... 7 Proposition...............
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...Brand Audit Report: MORTEIN [Year] hynix computer [Pick the date] Declaration Hereby I, Rauha Rafiq, declare that this research report is my own original work and that all sources have been accurately reported and acknowledged, and that this document has not previously in its entirety or in part been submitted at any university in order to obtain an academic qualification. Abstract The main question addressed in this research study is ‘How can Mortein improve upon their current brand image and subsequent brand positioning. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the Mortein brand. A brand audit was therefore performed on the corporate Mortein brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time. Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand...
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...Brand Audit of Canon Brand audit is a comprehensive examination of a brand to discover its sources of brand equity. Just like we learnt about financial auditing, which gives us a report stating the financial health of an organization the same idea is applied in marketing. Product features: 1. Resolution 2. Lens 3. Viewfinder 4. ISO 5. Shutter 6. Dimensions 7. Weight 8. Price 9. In-built flash Brand Inventory: The purpose of brand inventory is to provide a current, comprehensive profile of how the products of the company are lined. It has been explained in the previous chapters. Another purpose of brand inventory is to list out the pricing, distribution and communication done by the company for their products. Canon has a mix of print, tv ads, special offers and sales promotion activities in their marketing communication basket. Relatively, tv ads are more prominent as their communication medium. For the 100th century of Sachin Tendulkar, canon has planned to have a competition between loyal users of canon cameras. The winner of the competition will get gifts and chance to meet Sachin Tendulkar in person. They have had a close relation with cricket in India. Canon sponsored IPL and their PowerShot range was promoted through this. Every 4 or 6 that was hit, was termed as a PowerShot. Canon has around 300 primary level channel partners, 13 National Retail chain partners, 4 Level IV Master Service Centres; over...
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...Strategic Brand Management Project | | Submitted to : Dr Lubna Nafees | Submitted by:Ram Narayan 11HR-023Shilpi Pachauri 11HR-027Shravani Kosana 11HR-028Indraneal Balasubramanian 11FN-043Aparna Vyas 11FN-019Prashant Garg 11FN-134 | | | TABLE OF CONTENTS Section one: Brand Campaign Descriptors…………………………………………………..03 1. Brief Description of the campaign……………………………………......................04 2. Communication………………………………………………………………………05 3. Advertising Agency…………………………………………………………………..05 4. Frequency of the campaign and the media used………………………………….......06 Section Two: Campaign Analysis……………………………………………………………07 1. Video………………………………………………………………………………....07 2. Introduction…………………………………………………………………………..07 3. Striking features of the campaign…………………………………………………….08 4. Execution of the campaign…………………………………………………………...09 5. Target Audience……………………………………………………………………...09 6. Critique/Recommendations…………………………………………………………..09 Section Three: Brand analysis………………………………………………………………11 1. Value Proposition…………………………………………………………………….11 2. Brand Essence………………………………………………………………………..11 3. Brand Elements………………………………………………………………………11 4. Vodafone Brand Equity………………………………………………………………12 5. Segmentation……………………………………………............................................13 6. Brand Positioning………………………………………………………………….....13 7. Brand Personality……………………………………………………………………...
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...our Brand Audit on “Tapal”, we would like to take the opportunity to acknowledge the contributions of a n umber of people who helped in understanding and making this report a reality. Foremost, to Almighty Allah who blessed us with strength and ability to complete the report. Further We would like to appreciate the valuable contribution of our instructor, Dr. Kamran Siddqui, who believed in our knowledge, encouraged us at every step and also for his useful guidance and expertise which helped us put our best foot forward. This is his believe in us that today we are able to present and created this report successfully. We have tried our best efforts to prove ourselves up to the standards and the level expected. We are also thankful to all the respondents who took part in the research survey Thank you all! Table of Contents 1. INTRODUCTION - 7 - Introduction - 7 - Need of study - 7 - Target Audience - 8 - 2. Research methodology - 8 - Introduction - 8 - Research Questions - 8 - Research Methodology - 9 - Sampling Design - 9 - Target Population - 9 - Sampling Frame - 9 - Sampling Technique - 9 - Sample Size - 10 - Research Instrument - 10 - Association Technique - 10 - Construction Technique - 10 - Procedure - 10 - Data collection and screening procedure - 10 - Data Entryc………………………………………………………………………...…_10_ 3. Brand Audit Report……………………………………………………………………..-11- Introduction……………………………………………………………………………-11- Brand…………………………………………………………………………………...
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...ANALYSIS 13 Brand Awareness 15 Brand usage 19 Brand consideration 24 BRAND POSITIONING 26 OVERALL POSITIONING ANALYSIS 33 IDEAL PACKAGE 34 WILLINGNESS TO PAY PRICE PREMIUM 36 ANALYSIS OF ADVERTISING MODULE 37 Analysis of Mobilink ad 40 Analysis of Glow by Warid ad 42 Analysis of Telenor ad 44 Overall Advertising Analysis 46 LIFESTYLE ANALYSIS 46 RECOMMENDATIONS 49 REFERENCES 50 APPENDIX 51 LIST OF TABLES Table 1 Kish Social Economic Class Grid 12 Table 2 Mobile Phone Category Analysis 14 Table 3 Mobile Phone Category Analysis across SECs 14 Table 4 Crosstab TOM and SEC 15 Table 5 Crosstab Spontaneous Awareness and SEC 15 Table 6 Crosstab Aided Awareness and SEC 16 Table 7 Crosstab Advertisement Recall and SEC 17 Table 8 Crosstab First Favorite and SEC 17 Table 9 Crosstab Second Favorite and SEC 18 Table 10 Crosstab Brand Recommended and SEC 19 Table 11 Crosstab Brand Ever Used and SEC 19 Table 12 Crosstab past Six Months and SEC 20 Table 13 Crosstab past Three Months and SEC 20 Table 14 Crosstab Brand Used Most Often and SEC 21 Table 15 Crosstab Brand Currently Using and SEC 22 Table 16 Crosstab Previous Brand and SEC 22 Table 17 Crosstab Previous Brand and Age 23 Table 18 Brand Currently Used and SEC 24 Table 19 Crosstab Brand Plan to use in Future and SEC 24 Table 20 Crosstab Brand Plan not to use in Future and SEC 25 Table 21 Brand Market leader and SEC 26 Table 22 Brand for Lively People and SEC 26 Table 23 Trustworthy Brand and SEC...
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...2013 Brand Audit: Casuarina Curry By Ashwin Joseph Ashwin Zenev Jerome Balaji Balakrishnan Madhumita Srinivasan 12772487 12774782 12770282 12772343 Submitted To : Dr. Lisa Tombalabkian EXECUTIVE SUMMARY Extant branding literature holds that, strong brands evoke brand associations that are differentiated readily from direct competitors. Additionally, brand theory asserts that the most powerful and enduring consumer-based brand associations deal with the intangible or abstract characteristics of the product or service, rather than its functional or tangible attributes. To be able to understand why and how consumers evaluate Casuarina Curry as a brand, we need a deeper understanding of the brand associations consumers develop when they use or come into contact with the brand, because brand equity is greatly influenced by the associations consumers develop. The purpose of this Brand Audit was to develop a better understanding of the meaning of Casuarina Curry as a restaurant brand. To achieve its purpose, a multi-method research was designed to: (1) explore and examine brand associations and awareness of Casuarina Curry as described by consumers, and (2) understand the extent to which the identified dimensions of Casuarina Curry play a role in the performance of the Casuarina Curry brand. To effectively build the Brand Inventory, we interviewed the Director of Casuarina Curry.Through a customer survey, analysis results indicated that: Casuarina Curry had High Brand Awareness...
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...consumer electronics ,especially in the smartphone industry today.Originating from South Korea,the company has established a strong presence worldwide.A company with an extremely diversified portfolio,Samsung has a complex brand to manage.We conducted a comprehensive assessment of how the company has performed overall as a brand. Our Survey We conducted a survey on people from various countries.The idea was to find out what an average consumer of gadgets thinks about Samsung.We asked them questions on their profile,age,gender,where they purchase consumer electronics and what are the factors they consider while making the purchase.Our results are utilized in the analysis throughout the report. History-What is Samsung? Lee Byung-Chul founded Samsung, which means “Three Stars” in Korean, in 1938 in Taegu, South Korea. The company grew to become the largest “Chaebol” in South Korea. Chaebols are multinationals that invest in several international enterprises.The company started from a trading company and ventured into industries that vary from electronics to insurance.Initially,they did not invest in branding Samsung,however,they have been actively branding now. Brand Architecture We look at Samsung’s brand structure by studying its corporate brands and endorsed brands.The underlying strategy that holds the various industries of Samsung: Corporate Branding The most prominent Samsung subsidiaries include Samsung Electronics, Samsung Heavy Industries, Samsung Engineering...
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...This case concerns Levi-Strauss' introduction of the Dockers line of pants. The most interesting issues relate to the brand image and brand equity of Levi's and how they affect and are affected by the introduction of new products. Consider the following questions in your discussion of this case: 1) Try to do an informal brand value chain analysis. Can you trace how the brand value was created and transferred. | <69 (501s) | 70-89 (Diversification) | 90-00 (Dockers) | Marketing program investment | Quality product.Mouth-to-mouth communication.Low product innovation.Government, Celebrities, Students and Music festival target. | Product diversification: jeans, cords, slacks, sportswear, women and international market.Acquisition of other companiesMarket change: target market (baby boomers)80s: eliminating brands non-adding value, reduce manufacture. | Introduction of new product: DockersBranding new casuals: new segmentProduct innovationHeavy nationwide advertise programLS&Co brand support (Levis Dockers)More store floor presence | Customer mind-set | Freedom.Adventure.Independence.Durability.Fashion. | Confusion due to wide variety.Find it everywhere (expand distribution channel)Higher product quality.New generations: old people styleTarget market: not appropriate for work | Younger: new products, new, trendy, rebel, independence.Older: work code, comfortable, durable, khaki | Market performance | Sales $46 million in 1959Double sales every 3-4 yearsSales $251...
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...Thank you Water (2012) Brand Audit ------------------------------------------------- ------------------------------------------------- ADV 201-Brand Building ------------------------------------------------- Tim Beaty ------------------------------------------------- By ------------------------------------------------- Mark Bell ------------------------------------------------- 00051469T ------------------------------------------------- Executive summary Thankyou Water operates in the highly competitive, 600 million dollar bottled water market in Australia. This relatively new brand is seeking take advantage of changes in social attitudes and trends in Australia. Each dollar of profit that is spent on Thankyou Water products goes toward providing water to developing nations across the world. Social changes, have dictated that consumers are more conscious of business profit; this presents an opportunity to Thankyou Water. Additionally Thankyou Water has had to be wary of changes in legislation and any demographic shifts in the Australian population. Technological changes will allow Thankyou Water to become more efficient in the distribution of its product and packaging. Thankyou Water’s competitive advantage lies in the price of its product, and the need in which it meets as a socially enterprise. With each dollar of profit going to numerous water projects, Thankyou Water, appeal to this ‘socially conscious consumer’ in the Australian bottled water...
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...of what encompasses a brand, two theories that can be applied in the assessing the effectiveness of a brand, and the application of these two theories in the critical analysis of a branded event with examples given. The aim is to recognize the significance and great importance placed on branding, in relevance to its effects on the creation of value for consumers, and the success of the associated business. Management and careful monitoring of the application of a brand and the responses it generates from consumers is applied through brand management teams; it aids businesses in controlling the images and measures it conveys to consumers in order to create a positive brand image. Tangible products and services do not encompass brands alone; events also work effectively as a brand, through campaigns, fundraisers, and charitable events. The event through which the two theories of Co-branding and Commitment-Trust Theory are applied in this report is World AIDS Day, a globally renowned annual not-for-profit campaign that is driven by the sheer need for awareness and prevention of HIV. Brand strategies that the brand has employed include “Dance (RED) Save Lives”, musical album collaboration with well-known artists, and the World AIDS Day Australia campaign, whereby each individual state and territory conducts its own fundraising and HIV awareness raising events. Through these events, the brand have been able to successfully and strategically class their brand as an altruistic, charitable...
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