Assessment 3: Brand Audit Evaluation Report – 40%
DUE: Friday 08 Nov @ 11.59pm via Turnitin
Written Report (2000 Words)
Task: Building on the base product audit, evaluate the brand equity position of your selected product. For example: as I choose the Nivea cream for my first assignment so in this one you can write about, what is the brand value and what other product this brand offer.
Your final brand audit report builds on the Product Report submitted in Part 1 and should include the following:
- Owner & History of the brand
- Products/Services offered under this brand (from Product Marketing Report)
- Positioning of the brand (from Product Marketing Report)
- Marketing Communications – How does the brand talk to its customers? o Brand Elements (names, URLs, logos, symbols, characters, slogans, jingles, packaging) o Website – Social Media o Advertising
- Distribution (where is the brand available?)
- Competitors (include market share and other relevant facts and figures)
- SWOT analysis; clearly identify key marketing challenges
- Conclusion and Recommendations (addressing the identified key marketing challenges).
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