Brand audit

Full brand audit about ' the body shop'. 10-12 page essay. *see deliverables* ## Deliverables 1) All deliverables will be considered "work made for hire" under U.S. Copyright law. Employer will receive exclusive and complete copyrights to all work purchased. (No 3rd party components unless all copyright ramifications are explained AND AGREED TO by the employer on the site per the worker's Worker Legal Agreement). Brand vision Mission promise Value Position Personality Performance Step 1 brand inventory (supply side) - profile of how all products and services are sold by a company are branded and marketed. o Brand elements o Supporting marketing program o Profile of competitive brands o Pops & pods o Brand mantra - Suggest the bases for brand positioning - Insight how to manage brand equity - Assess consistency in messaging among activities, brand extensions, sub brands in order to avoid redundancies, overlaps and consumer confusion. Step 2 brand exploratory (demand side) - Detailed information how consumers perceive the brand o Awareness o Favorability o Uniqueness of associations - Identify sources of customer based brand equity - Uncover knowledge structures for the core brand as wel as competitors OUTLINE: Objectives, scope and approach Background about the brand Background about the industry Consumer analysis (trends, motivation, perceptions, needs, segmentation, behaviour) Brand inventory - elements, current marketing program (pops, pods) - branding strategies (extensions, sub brands) - brand portfolio analysis - competitions’ brand inventory - strengths and weaknesses Brand exploratory - brand associations - brand positioning analysis - consumer perceptions analysis Summery of competitor analysis Swot Brand equity evaluation Strategic brand management recommendations ## Platform N/A