SONY Brand Audit Project
You will develop a brand audit that includes the increasing its brand equity. The written project must be professional in its composition. The plan will be graded on its content as well as proper grammar, logical construction, and organization. You should use as many sources as necessary to fully prepare the plan. Sources include: annual reports, journal articles, newspaper articles, current industry information (found in publications such as Brandweek, Advertising Age, Business Week, etc.), conversations with key employees of the firm, Internet articles, and other materials found via a library search. An outline for you to follow is found in Appendix A. The heading and subheadings are to be used and followed in your project.. You will then analyze the brand. During the second week, you are to inform the instructor of the brand you select to audit.
The brand audit plan is to follow the following written outline. The objective of this project is to experience the theory and application of pragmatic brand development, analysis, and evaluation.
I. Executive Summary (Two page summary of the entire paper)
II. Product and Brand Description
III. Brand Elements
A. Name
B. Logo
C. Symbols
D. Characters
E. Slogans
F. Jingles
G. Packaging
H. Associations
IIII. Brand Personality
A. Description
B. Fit with target market(s) in terms of each brand element
V. Sample Advertisement(s)
A. Include sample advertisement(s)
B. Analyze each element of the advertisement(s), discussing why it was chosen and how it communicates the brand
VI. Sources of Brand Equity
VII. Brand Hierarchy
VIII. Strategies for the brand
A. Your interpretation of the firm’s branding element and personality strategies
B. Recommendations (at least 3) for building and managing equity for the brand
IX. Implementation Plan (Plan to implement the strategies)
X. Evaluation and Control (Plan to evaluate and control the strategies)
XI. References
XII. Appendix