Components of the Brand Analysis Project
Component 1: Introduce the company and the brand: Look for a compelling story in the history of the company and its existing brand. It might be very useful towards building the affective component of the brand concept and its emotive positioning. Using secondary research methodologies, the team will gather information about the market conditions (trends in the external environment and their interaction) the company operates in. This should include scope of market, and global attributes that might or might not be incorporated into the strategic plan of the organization,
Component 2: The team must identify the current Marketing Strategy, including the client’s (a) Mission, (b) Goals and Objectives, and (c) STP + 4P. Teams should not be surprised to find a lack of formal marketing strategy or low level of understanding of the theoretical concepts. The team should prepare a marketing strategy template: “Drill in” on company desired Brand Identity, Brand Positioning, Value Proposition, and Unique Selling Proposition.
Component 3: The team should analyze all aspects of the client brand, supplementing judgment with secondary and primary research, as warranted. The question you are trying to answer here is what does the brand consist of—what has it done, and how effective has it been? Most teams should consider all the following: consumer awareness, knowledge, brand identification, “share of mind,”; brand elements, attributes, perceived instrumentalities;
points of parity/difference, sustainable competitive advantage; marketing support program;
brand leveraging; and
brand extensions (existing and future).
Summarize your analysis with a discussion of the Brand’s Equity in terms of the CBBE model. Identify the extent to which the brand has succeeded or can succeed in each of the four steps—identity, meaning, responses, and relationships. Relate your conclusions to the objectives identified in Component 2,...
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