brand allocation

Topics: Brand, Brand management, Branding Pages: 2 (689 words) Published: September 12, 2014
TEAM COMPOSITION & BRAND ALLOCATION FOR BRAND AUDIT REPORT (BAR) Name
Eleonore Magnin
Tanguy Le Fahler
Rachna Karwasra
Anastasia Craig
Mahmut Özdericioğlu
Selcuk Sayhan
Mustafa Sahin Yermen
Gorkem Cakirhan
Mete Kemer
Bengisu Gurbuz
Ekin Nurcan Eris
Burak Orhan Arifioglu
Zeynep Sencelebi
Elif Kara
Kübra Kavuk
Esra Özer
Hazel Merve Aydın
İdil Eda Çoker
Laura Zane
Yasmina Ben Amor
Goksu Seref
Ryota Idesako
Juliette Waymel
Malbosc Leo

Team No
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
8
8
8

Brand
Ericsson
Ericsson
Ericsson
Discovery Channel
Discovery Channel
Discovery Channel
Jack Daniel's
Jack Daniel's
Jack Daniel's
Nintendo
Nintendo
Nintendo
HTC
HTC
HTC
Colgate
Colgate
Colgate
Redbull
Redbull
Redbull
Gilette
Gilette
Gilette

GUIDELINES FOR PREPARING THE BAR
2) Brand Audit Report (20%, group work): Students form brand management teams and conduct a brand audit. Every team must study a different brand, and brands are assigned as fairly as possible. The goal of a brand audit is to assess the sources of a brand’s equity and to suggest ways to improve and leverage that equity. A brand audit is made up of a. a brand inventory (a current comprehensive profile of how all products and services are marketed, branded and sold by a company)

b. a brand exploratory (research activity directed to understanding what consumers think and feel about the brand and its corresponding product category in order to identify sources of brand equity), and

c. a set of strategic recommendations (recommendations to move from current position to the desired position and a marketing strategy/program to deliver desired outcome). Teams are not required to hand in written reports. Instead each team will present the Brand Audit Report. The 20 min. presentation will be followed by a brief discussion. The grade for this assignment will be based on an assessment of the quality of the work and the presentation. To pass the...
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