Brand Audit and Brand Plan
Paper details:

The objectives of the Brand Audit and Brand Plan project are to shed insight on:

· Understanding the Brand: Determining brand positioning and value proposition from the perspectives of multiple stakeholders.
· Crafting the Brand: Planning and implementing brand extension programs.
· Building the Brand: Building consumer-brand relationships and measuring brand performance.
· Managing the Brand: Growing and sustaining brand equity over time and across geographic boundaries.

The Brand Audit and Brand Plan project will involve the following steps:

· identify a brand
· conduct a detailed full-length brand audit
· diagnose strengths and weaknesses of the brand
· uncover the brand image, brand equity and core proposition of the brand
· develop a brand extension idea and brand plan for the extension
· develop a plan to manage the brand portfolio

While the brand audit will be mostly based on secondary data, any primary data or anecdotal evidence will help to strengthen the audit. The brand audit and brand plan will have to address brand history and evolution, brand performance, problem diagnosis, solutions, future directions and implementation plans.

First, read the following article: Keller, Kevin Lane. “The Brand Report Card,” Harvard Business Review, January-February 2000.

The brand I selected for the audit is Alex and Ani http://www.alexandani.com/the-company/