Reference no: EM132643787 , Length: word count:3000

You are required to conduct a brand audit and devise a brand leverage strategy for a particular brand. Details are as follows.

TASK 1: CONDUCTING A BRAND AUDIT

A brand audit enables an organisation to assess the health of a brand, uncover its sources of brand equity, and suggest ways to improve its equity. You are required to conduct a brand audit of any one brand that is marketed and sold in Australia. Consider well-known brands such as Pepsi Max, Toyota Corolla, Nike Air, Apple Iphone and Uncle Toby's Cheerios, to name a few.

Remember that the scope of this brand audit is limited to Australia, i.e., you will only be examining the chosen brand's strategy within Australia.

A brand audit has two parts: (a) Brand Inventory; and (b) Brand Exploratory. Refer to Chapter 9 that covers brand audit.

Once you have chosen your brand, you should start to collect information from secondary sources such as news websites, business publications, trade magazines, journal articles, books, and company sources such as, annual reports and websites. You may also refer to results of any published surveys (please do not forget to formally cite these in your report). The information collected should be used to inform the two parts of brand audit.
NOTE: Although conducting a brand audit may seem as a largely descriptive exercise, please remember that the objective is not solely to describe what an organization/brand is presently doing in the market but also to analyse its actions based on brand theory. So remember to integrate theory in your report to demonstrate your understanding of links between theory and practice. Consider two examples below:

TASK 2: DEVISING A BRAND LEVERAGE STRATEGY
In this portion of the assessment, your task is to assess the sources of brand strength for your selected brand and suggest ways to leverage that strength in terms of a specific brand extension (of your own choosing). For instance, in 2019 Coca Cola introduced a brand extension in energy drinks called Coca Cola Energy. Similarly, you need to recommend a brand extension product for your chosen brand that is based on insights derived from the brand audit.

You need to present a robust rationale for you brand extension strategy. You need to consider strategic issues (e.g., overall brand positioning) as well as tactical issues (e.g., pricing, packaging, and communications). Additionally, creative and executional detail with respect to names, logos, designs, slogans etc. for your line/brand extension is expected.

A tentative report structure is provided below:
Cover Page
Executive Summary
Table of Contents
1. Introduction (100 words approx.)
2. Brand Inventory (1200 words approx.)
Sub-sections:
Brand portfolio
Brand positioning (i.e., analysing points-of-parity and points-of-difference)
Brand mantra
Brand elements
SWOT analysis (in brief)
Strategic marketing elements (e.g., product, pricing, distribution, communications, etc.).
3. Brand Exploratory (1200 words approx.)
Sub-sections:
Consumer awareness
Brand associations
Competitive actions (in brief)
Consumer-brand relationships (e.g., brand resonance)
Recommended improvements in brand equity
4. Brand Leverage Strategy (600 words approximately)
[Strategic recommendations on brand leveraging that derive directly from the preceding analysis/insights.]

An example of a detailed brand audit of the Rolex brand is available in the recommended text on page 352. (Chapter 9).
You are expected to use secondary sources to complete this assignment including information drawn from journals, books, ABS, company websites and social media.

APA referencing guidelines are to be followed. You must not under any circumstances approach the companies or consumers/customers directly for information. You can however use any information which is published and available to the general public including information that is accessible to the public via a company or brand website.

Attachment:- Conduct a brand audit.rar