ASSIGNMENT

BRIEF
What is the current situation of
the particular brand?
Company background.
The current state of your brand.
Explain briefly about your crisis and how you
solved it. Is it fully solved?
 Brand Audit
What is brand audit?
o Step 1: Brand inventory (Just a simple explanation)
o Step 2: Brand exploratory (Just a simple explanation)
Why you need a brand audit now?
(Refer to your issue on the earlier sub-topic.)
 Brand Inventory
What is brand inventory?
oBrand portfolio
oBrand architecture
oCommunication, Pricing & Distribution
Strategies
 Brand Exploratory
What is brand exploratory?
oBrand awareness
oBrand association
oBrand equity evaluation
 Brand Positioning
Target market
Unique Selling Point (USP)
Points-of-difference (POD)
Points-of-parity (POP)
 Brand Identity
So, based on all the sub-topics which you have discussed
earlier, what is the identity that your brand is trying to
portray to the consumer?
Are they doing the right thing?
Are they successfully created the identity that they intend to
portray?
Did they changed the identity after the crisis?
 Brand Mantra
What is that?
Does your brand own one?
If no, what is your suggestion?
Why your brand need it?
 Brand Elements
What is that?
Name, logo, tagline, character, URL, packaging, jingle (display and
explain all the elements)
Are these elements reflecting the brand identity that your brand
intend to convey?
Choose three elements and rebranding it.
(display and explain all the elements that you want to rebrand)
 Marketing communication to build
brand knowledge
Suggest new marketing communication programs for your brand.
Examples:
Advertising
Promotion
Online Marketing Communications
Events and Experiences
Mobile Marketing
Public Relations and Publicity
Word-of-Mouth
 Creating brand extension to build
brand loyalty
What is brand extension?
Why your brand need it?
Suggest one or more extension to build brand loyalty.
Eg: Cadbury Cadbury syrup
Starbucks Starbucks Cake
Thank You!