Brand Audit of Power Root

BMR 3164
BRAND MANAGEMENT

‘POWER ROOT’
|No |Name |Student ID |Hp No |
|1 |DHEEPAN A/L PRANTHAMAN |1061111669 |017-7648515 |
|2 |TEH AI ZEK |1051103950 |016-7628762 |
|3 |NURUL AQILAH MOHD NAJRI |1041105941 |013-6286479 |
|4 |AZWIN BINTI KHAIRUDDIN |1051101309 |017-2477010 |
|5 |ONG LEE YING |1051103227 |012-7640604 |

SEMESTER 1 08/09

MULTIMEDIA UNIVERSITY (436821-T)
MELAKA CAMPUS, JALAN AYER KEROH LAMA,
75450 MELAKA, MALAYSIA.
Tel [phone] Fax [phone]

Contents

■ Brand audit objectives, scope, and approach-------------------------------------------------------------2

■ Background about the brand (self-analysis)---------------------------------------------------------------4

■ Background about the industries-----------------------------------------------------------------------------5

■ Consumer analysis (trends, motivation, perceptions, needs, segmentation, behavior)-----7

■ Brand inventory

■ Elements, current marketing programs, POPs, PODs-----------------------------------10-13

■ Branding strategies (extensions, sub-brands, etc.)--------------------------------------14-16

■ Brand portfolio analysis------------------------------------------------------------------------17-19

■ Competitors’ brand inventory-----------------------------------------------------------------20

■ Strengths and