Brand Audit

Topics: Brand, Brand management, Brand equity Pages: 28 (4059 words) Published: May 1, 2014
Term Paper

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Mobilink
Written by:

Course Incharge:
Dr. Kamaran Siddiqui

TABLE

OF

CONTENTS

Table of Contents...................................................................................2 Introduction:...........................................................................................5 Need of Study:.....................................................................................5 Target Audience:.................................................................................5 RESEARCH METHODOLOGY:...................................................................6 Introduction:........................................................................................6 Research Methodology:.......................................................................6 Sampling Design:................................................................................6 Research Instruments:........................................................................7 Procedures:.........................................................................................7 Introduction............................................................................................8 Objectives of Brand Audit:...................................................................8 Scope of Brand Audit:..........................................................................8 Approach Used for Brand Audit:..........................................................9 Brand......................................................................................................9 Brand (Self Analysis):..........................................................................9

Classification of SBUs according to growth-share matrix..................10 Pricing Strategy Of Mobilink: ............................................................11 Industry Reviews...............................................................................12 .............................................................................................................15 Page 2 of 28

Brand Positioning

Product..............................................................................................10

Consumer Analysis...............................................................................15 Segmentation & Target market.........................................................16 Competitor’s Analysis...........................................................................18 Competitive Comparison Matrix........................................................18 SWOT Analysis of Mobilink................................................................19 Competitors SWOT Matrix.................................................................20 .............................................................................................................20 .............................................................................................................21 Brand Inventory....................................................................................22 Brand Elements:................................................................................22 Brand Name: ...........................................................................................22 Urls :........................................................................................................22 Logos and Symbols:.................................................................................22 Slogans:...................................................................................................22 Colors:......................................................................................................22

Core Brand Value..............................................................................22 Quality:....................................................................................................23...
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