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Brand Audit Report: Winter Assignment (Product and Brand Management: PBM-03)

The document outlines a winter assignment for students to conduct a brand audit of an allocated brand by examining the brand's inventory of products, services, elements, attributes, and competitors, as well as exploring consumers' and retailers' knowledge, awareness, associations, and experiences with the brand through interviews to identify sources of equity and issues. Students are to investigate the brand's current marketing strategies and customers' purchase, use, and disposal patterns, and then provide suggestions and recommendations for how to improve the brand's equity. The goal is to assess the brand's position and suggest ways to leverage and strengthen its equity.

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Arpita Srivastava
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59 views2 pages

Brand Audit Report: Winter Assignment (Product and Brand Management: PBM-03)

The document outlines a winter assignment for students to conduct a brand audit of an allocated brand by examining the brand's inventory of products, services, elements, attributes, and competitors, as well as exploring consumers' and retailers' knowledge, awareness, associations, and experiences with the brand through interviews to identify sources of equity and issues. Students are to investigate the brand's current marketing strategies and customers' purchase, use, and disposal patterns, and then provide suggestions and recommendations for how to improve the brand's equity. The goal is to assess the brand's position and suggest ways to leverage and strengthen its equity.

Uploaded by

Arpita Srivastava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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WINTER ASSIGNMENT

(Product and Brand Management: PBM-03)

Brand Audit Report


Objective: This assignment will make our student acquaint of the concept
Brand Audit, which is a diagnostic tool designed to assess a brand's sources
of equity and it's current position, and to suggest ways to improve and
leverage the equity, identifying possible opportunities for brand extension
and threats to the image identified, in the form of a strategic plan.
 Every Student will be allocated a BRAND to conduct Audit
in their specific area.
 Every Student will submit a Hard Copy of the Brand Audit
Report

Question: The assignment should cover the following elements while


performing the brand audit of the allocated Brand . Audit Report should be
divided into TWO major parts.
1. Brand Inventory :
a. An overview of how all products and services are marketed,
branded and sold by the company.
b. Identify all brand elements (logos, symbols, characters,
packaging, slogans, trademarks)
c. Identify the inherent attributes of the product/idea/service
(pricing, communications, distribution policies, other relevant
marketing activities)
d. Profile direct and indirect competitive brands for points of parity
and points of difference.
2. Brand Exploratory ( CBBE concept)
An investigation into consumers: Minimum 15 Consumers
and 15 retailers (Conduct interview- Video)
a. knowledge of the brand
b. Awareness and Strengths
c. Favorability and uniqueness of associations including
categorization, use, and the brand promise.
d. Current Marketing Strategies
e. Plus customer's purchase, use and disposal patterns.
The goal is to find out what consumers think, feel and do
about the brand and product category in order to identify
sources of brand equity, and to uncover any problem
areas. Sources for this will be direct feedback from
consumers and retailers.
3. Suggestion and Recommendations: How to improve Brand
Equity?

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