Brand Inventory and Brand Exploratory
ASSIGNMENT TASK:
Write a report on a digital brand (COCA COLA).
Brand Audit (Parts A, B & C)
A brand audit enables the organisation to know what factors are contributing to a brands performance. An audit gathers and evaluates information about the brand and competing brands.
It can be used to answer questions such as; what is your brand?
What is the core proposition of your brand? What do your customers/clients/employees think about your brand?
Who are the competing brands and what are they doing?What opportunities are emerging and what can threaten the brand?
To do this, each student must first agree an appropriate level of analysis (corporate, umbrella, or product brand) and an appropriate geographical coverage (global, regional, or local).
Then you must gather information on characteristics such as; brand essence, brand positioning, differentiating attributes, presentation of the brand, and monitoring and evaluation processes.
Lastly, identify and critically analyse the key differences from the brand exploratory to the brand inventory.
A variety of sources should be used to assemble this profile. You should consult business publications, trade magazines, journal articles, books, and company sources such as annual reports and websites. Market research evidence would also be beneficial
