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Sep 2015

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Business Skills Development:

Brand Auditing

The goal is to assess the business sources of brand equity and identify/recommend ways to improve and leverage that brand equity.

Marla Spergel will be available to each Alumni Interested in performing a Brand Audit on their own Business. Marla has taught all aspects of Marketing at University for 11+ years. She was in Sr. Marketing Positions for over 30 years, an Entrepreneur (Showcased in Entrepreneur Magazine in 1987) for 7 years.

Please contact Marla – 647-984-9069 or mspergel@ryerson.ca

What is a Brand Audit?

The idea behind the brand audit is for you to conduct an in-depth examination of a your business/brand.

The goal of the brand audit is to assess its sources of brand equity and suggest ways to improve and leverage that brand equity. Your brand

Steps: Details:

The brand audit will be based entirely on information from your own information, public secondary sources, web sites, as well as your own professional experiences and insights.

It is necessarily to conduct surveys or primary research. Specifically, you will assess the brand planning, building, and growth of your brand. Addressing these questions as you examine.

Brand Planning

What is a Brand?
  • definition: “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” American Marketing Association (AMA),

Brand Equity:
  • Brand equity is defined in terms of the marketing effects uniquely attributable to the brand.

  • Brand equity communicates that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name.

Brand Management

Strategic Brand Management Process (Keller, 2011)

StepsKey Concepts

Identify and establish brand positioning and values

  • Mental maps

  • Competitive frame of reference

  • Points-of-parity and points-of-difference

  • Core brand values

  • Brand mantra

Plan and implement brand marketing programs

  • Mixing and matching of brand elements

  • Integrating brand marketing activities

  • Leveraging of secondary associations

Measure and interpret brand performance

  • Brand value chain

  • Brand audits

  • Brand tracking

  • Brand equity management system

Grow and sustain brand equity

  • Brand-product matrix

  • Brand portfolios and hierarchies

  • Brand expansion strategies

  • Brand reinforcement and revitalization

Brand Elements:

Different components of a brand that identify and differentiate it are brand elements.

1. Brand Description and Overview

The first element of a brand audit is a full description of the firm's current branding programs.

This involves:

  • An analysis of the firm’s brand hierarchy,

  • Brand portfolio,

  • Strategic branding alliances,

  • Brand's current positioning in the marketplace,

  • "... the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds." - Philip Kotler

  • How the firm is addressing branding through each of the marketing mix elements.

  • Be sure to include brand elements (names, URLs, logos, symbols, characters, slogans, jingles, packaging)

Address the following:

  • How would you characterize the positioning of your brand?

  • Where are there the greatest opportunities to further enhance that positioning?

2. Brand Building Assessment

The second element involves assessing brand-building capabilities.

Address the following questions:

  • How much brand resonance does your brand have?

  • What have been the key marketing activities that have most contributed to the success of achieving its resonance and positioning?

  • How would you suggest that they improve on their brand building activities?

3. Brand Growth Assessment

The third element involves assessing growth potential and providing recommendations. Address the following questions:

  • How would you critique your brand's architecture?

  • What is good and bad about its hierarchy?

  • How does it fit into a broader brand portfolio?

  • How well has it been expanded into new markets or channels?

  • How would you judge its growth strategy?

4. Final Report

Use headings and subheadings throughout your report.

  • The final report profiles the positioning of the brand, its sources of brand equity and provides recommendations concerning how to build and manage equity for the brand chosen.

  • After summarizing current and desired brand knowledge structures, you should outline creative and relevant directions for management of your chosen brand, providing justification where appropriate with course concepts.

  • The final written report should not exceed 20-typewritten pages in length (not including figures, references, or other supporting documentation), double-spaced, 1-inch margin pages, 12-point font.

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