Brand Report Amazon Case Study – Branding and Marketing Communications

Brand Report Amazon Case Study

Branding and Marketing Communications

Team Brand Audit Project Overview

This project experientially integrates the material presented in lectures and cases. Working in teams, you will immerse yourselves in an extensive analysis of consumers of a specific brand as well as conduct research and analysis of the brand, the company that owns it, and its competitors. An example of a similar brand audit appears in the Keller text on pages 322-328.

How to Conduct Research for the Brand Audit

1. Secondary research regarding the history of the brand/company, its current standing (SWOT Matrix analysis – refer to handout in BB), and present positioning provides the foundational knowledge essential for conducting further research about the brand, its customers, and its overall performance.

2. Additional secondary research focusing on specific aspects of the brand’s DNA, marketing programs, and brand elements will be conducted to develop a comprehensive brand inventory. (The majority of this research should be completed by Week 3 in order to give time for primary research.)

3. The brand exploratory phase entails conducting further analysis to examine think, feel, and react toward the brand from multiple perspectives. While information in this section is also compiled from existing secondary sources, teams will conduct primary research to delve into how others use and relate to the brand.

4. Integration of secondary and primary research should help you to produce solid strategic and tactical recommendations proposing next steps to management for creating a competitive brand and enhancing brand equity. Recommendations might also include specific tactics outlining how these next steps may be accomplished.

Written Report 

Double-spaced, numbered pages

1-inch margins on all four sides, 12-point classic font

6-7 pages

 I. Brand History and Overview

Summarize the evolution of the brand, including its past and present positioning. The summary should briefly describe the brand/organizational values, company/brand heritage, and a company/brand SWOT analysis (1 page maximum).

II. Key Challenges Facing Brand

Explain the key challenges facing the brand and lay the foundation for the brand audit focus and outcomes. The challenges should relate to specific aspects of the brand such as brand value, brand architecture, brand portfolio, brand extension, brand revitalization, repositioning, etc.

 III. Brand Inventory

Provides a comprehensive assessment of the current brand strategy and strategy elements used to support the brand franchise.

a. Construct the brand architecture

i. Graphically represent the brand hierarchy.

ii. Discuss the roles of brands in the portfolio. Focus on your brand and others deemed important to your brand.

 iii. Discuss the hierarchy of the brand.

b. Analyze the firm’s branding and marketing programs. How do they contribute to brand knowledge? Evaluate the consistency of the programs over time. Is there consistency between the brand and the marketing elements? Describe and evaluate the impact of any observed discrepancies.

i. Analyze the brand aesthetics (logos, name, packaging, colors)

 ii. Analyze past and current advertising campaigns across medium.

 iii. Analyze the marketing mix for the brand.

c. Profile direct and indirect competitors and the market situation.