Brand Audit

Brand Audit

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Topic | Brand Audit Using both primary and secondary research methods you are expected to produce a professional style report in which you further examine the brand you chose for your individual presentation. The fully referenced (Harvard system) report should discuss the findings of your research using the previously developed framework as an evaluative tool. The report should address the material as detailed in the lecture series and include: Analysis of the brand: values, promises, positioning Identification of the brand’s visual communication: design elements, typography, images  An articulation of the brand narrative (story) Expression of the brand experience Analysis of the synergy between brand message and consumer perception Reflect on analysis and findings Please note: this is not a guide structure but an indication of what you should discuss in the report. Report Structure: Title Page Contents Page List of figures Introduction (Aims/objectives)  Main Body (Divided into several chapters) Conclusions and recommendations  Bibliography (min.15 sources)Appendices (if applicable) The report should be set out in the standard report format and can include images where appropriate. Learning Outcomes You will need to demonstrate the following: 1 | Evaluate critically theoretical concepts within the field of marketing and brand management. 2| Demonstrate self-direction and originality in choice of tools and methods applicable to brand analysis. 3| Apply knowledge by demonstrating the ability to interpret and create new concepts relative to a range of industries. 4| Communicate conclusions clearly to specialist and non-specialist audiences