Posted: February 9th, 2015

Using a variety of information sources, provide a concise account of the brand’s current market position including strengths, weaknesses, opportunities and threats,

Paper, Order, or Assignment Requirements

 

 

Conduct a Brand Audit for a brand

a) Using a variety of information sources, provide a concise account of the brand’s current market position including strengths, weaknesses, opportunities and threats,

b) b) Make both strategic and tactical recommendations for maintaining and building brand equity over the next three years, fully supporting your suggestions.

****I would like you to Conduct a brand audit of the brand ( amouage) perfumes

please you should right things that will need to mention in the recommendation in part B. use brain mappings, graphs, statistics, tables, CBBE model, brand portfolio and brand situation analysis. it should use important information that hit the point. The table shows how to get a better grade for the report. 50% marks on recommendation. 50% on internal and external environment. Have a look on the link of BMW band audit presentation , lecture 3,4 and rolex brand audit to have an idea.

http://www.slideshare.net/lindseys/bmw-brand-audit-7725439?qid=0cc4826a-b56e-4d8a-b8d2-4f24f5c0d4e5&v=qf1&b=&from_search=4

Assessment

Criteria

Grade Indicators

A+ A A-

Brand current market situation

analysis – external environment including competitor positioning and customer perceptions review

Excellent critical analysis. Content is both complete and highly relevant showing consistent thought and understanding theories & concepts in brand management

A+ A A-

Brand current market situation

analysis – internal

environment including current brand strategy and tactics review

Excellent critical analysis. Content is both complete and highly relevant showing consistent thought and understanding theories & concepts in brand management

Brand recommendations

Excellent reflection with insightful and justified strategic and tactical recommendations

below the content that I want it to be include in the report. Or structure the report through the ward document (marketing structure audit)

Part 1:

excusive summary

Introduction

Part 2 1.0 Internal environment / Internal Brand inventory

1.1 current brand strategy

1.2 Brand equity

1.3 marketing mix

1.4 visual identity

Part 3 2.0 External environment / Brand Exploratory

2.1 pestal

2.2 competitors

2.3 Brand proposition and positioning

2.4 customer and brand insight

part 4 summary (SwoT analysis ) for both internal and external

part 5 Recommendation

1.1 strategy

1.2 tactics

Part 6 References

Apendix

c) include in the report brand profile, graphs and statistics about the brand (amouage) to show their brand positioning examples

http://undina.com/2013/01/05/entertaining-statistics-2012-year-round-up/

July statistics – doing it Undina style!

Entertaining Statistics: May, 2013

this link below show how amouage become less percentage as people who know about

Entertaining Statistics: March, 2013

Segmentation, Targeting, Positioning

c) please check this link and the documents that have the brief, rolex brand audit and the lecture that I will provide in order to write the report or you can use the ward document. And if you couldn’t find enough information about the amouage brand let me know and we can change the brand to easy jet , or any other brand but without using rolex brand.