1 Discuss the concept of branding, detailing key business benefits.
2 Critically evaluate the influence of branding on consumer decision making
4 Critically evaluate brands by conducting a brand audit and appraising the information gathered for brand planning.
• Analysis of any prior research studies.
• Analysis of media – interpretation of brand and product category.
• Generate exploratory quantitative survey and analyse results
a. Uncover current knowledge structures of the core brand and its competitors. Develop a detailed and accurate profile or “mental map” of brand knowledge structures from the brand exploratory.
b. Determine depth and breadth of brand awareness, brand image (CBBE model) and necessary points of parity and points of difference with respect to the brands competition.
