Essay About Mktg Brand Audit Project Reports And Sample Table Of Contents

Sample Table of Contents for the Marketing Brand Audit Project
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Sample Table of Contents for the MKTG Brand Audit Project Reports
1. Executive Summary
2. Description of the Company and its Brands
3. Strategic Focus and Plan
The mission/vision and core competencies of the company
4. Situation Analysis (Factors affecting both your company as a whole and at the new product/brand level)
a. Market Description
b. Product Review
c. Competitive Review
d. SWOT analysis
5. Positioning of the Brand
Target Market
Nature of Competition
POP and POD
Core Brand Values and Brand Mantra
Perceptual Map (Planned)
6. Brand Elements
Brand Name
Logos and Symbols
Characters
Slogans
Jingles
Packaging
7. Marketing Programs
Product Strategy
Pricing Strategy
Channel Strategy
Communication Strategy and IMC
8. Leveraging Secondary Brand Knowledge
Company
Country of Origin and Other Geographic Areas
Channels of Distribution
Co-branding
Licensing
Celebrity Endorsement
Sporting, Cultural or Other Events
Third-party Sources
9. Measuring the Brand Equity
Brand Exploratory
Qualitative and Quantitative Research
10. Brand Product Matrix and Brand Hierarchy
11. Category and/or Line Extensions
12. Future Recommendations
Reinforcing Brands
Adjustment to the Brand Portfolio