Description
Brand Audit:
This project experientially integrates the material presented in lectures and cases. Working in teams students will immerse themselves in an extensive analysis of consumers of a specific brand as well as conduct research and analysis of the brand, the company that owns it, and its competitors.
The team’s first challenge is to identify two local brands (Saudi Brands) of mutual interest. Teams are encouraged to select a brand for which public information is readily available, one that is a member of a well-known category and one whose consumers are readily accessible for research or observation purposes.
As documented in the outline appearing on the next page, there are multiple components to this research project.
1. Secondary research regarding the history of the brand/company, its current standing (SWOT analysis), and present positioning provides the foundational knowledge essential for conducting further research about the brand, its customers, and its overall performance will provide the brand’s foundation audit.
2. Additional secondary research focusing on specific aspects of the brand’s DNA, marketing programs, and brand elements will be conducted to develop a comprehensive brand inventory.
3. The brand exploratory phase entails conducting further analysis to examine, think, feel, and react towards the brand from multiple perspectives. While the information in this section is also compiled from existing secondary sources, teams will conduct primary research to delve into how others use and relate to the brand.
4. Integration of secondary and primary research should help students produce concrete strategic and tactical recommendations proposing the next steps to management to create a competitive brand and enhance brand equity. Recommendations might also include specific tactics outlining how these next steps may be accomplished.
NOTE: Brand managers, research managers, and C-level executives are the target audience for the brand audit report. Thus, recommendations should outline the necessary risk-reward tradeoffs and provide significant evidence to support critical strategic and resource allocation decisions.
Saudi Brand suggests:
Jarir Bookstore, Almarai, Arabian Oud, Herfy, Kudu
