Task Details
1. In groups, conduct a critical analysis of a brand of your choice from (either Airline, Banking or Retail Industry) using Keller’s brand report card. Students should begin by undertaking a comparative brand audit and developing a detailed assessment of the brand’s values, positioning, and current sources of brand equity. Following, groups should critically evaluate the current situation of the brand according to Keller’s brand report card posted in the “assessments folder” on Moodle to assist you.
Lastly, groups should provide a well-reasoned and supported digital marketing program based on the findings. Structure of the report: The assignment should be submitted in business report format: –
- Executive Summary
- Table of Contents
- Introduction
- Brand Audit
- Brand Report Card
- Recommendations
- Conclusions
- Group Activity Report
- Reference
- Appendices.
Brand report card questions:
- The brand excels at delivering the benefits customers truly desire
- The brand stays relevant.
- The pricing strategy is based on consumers’ perceptions of value.
- The brand is properly positioned.
- The brand is consistent.
- The brand portfolio and hierarchy make sense.
- The brand makes use of and coordinates a full repertoire of marketing activities to build equity.
- The brand’s managers understand what the brand means to consumers.
- The brand is given proper support, and that support is sustained over the long run.
- The company monitors sources of brand equity