Brand Audit Refer Quest Final


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  • Company History:ReferQuest received “seed money” in June 2008 to launch the business that was founded by Camille Landau. The website is recently active, as is an application on Facebook. The company expects to raise $1.5 million in financing in a couple of months to continue operating. Service Overview: Online customers waste time in search of buyers and sellers for their time-sensitive transactions. ReferQuest increases e-commerce's efficiency by providing incentives for refer-ers to match buyers & sellers. Clients post referral fees on ReferQuest to provide incentive for uncovering the connections they seek. Visitors refer the requests on to their own contacts. ReferQuest brokers the messages and tracks the dealings between the parties. ReferQuest updates and publishes star ratings of participants, supporting mutual accountability. When transactions close, ReferQuest collects the commission the client had posted, disbursing it to the person who provided the successful referral, and taking its own commission.
  • Strengths Camille Landau, the founder in ReferQuest has expertise in entrepreneurial, strategy and marketing that enhances their online business credibility Consumers can speed the transactions, make e-commerce more efficient, and make the most of their time through offering Refer-ers reward on request’s social networking WeaknessReferQuest is a brand that is new to market and unfamiliar to the public. Low consumer acceptance and brand recognition.ReferQuest’s online businesses have a limited operating history that lack of client lists and customers’ awareness. The company has to spend sufficient time and also high capital, production and marketing costs to build the brand. Few staff members may make their services inefficient The success of the company depends on limited budget, resource, and marketing tools such as “seed money” It is difficult predict the rate at which consumers will return to the website that attract and retain users to request or refer so their revenue could be reduced. Opportunities Social networking has become a primary and valuable source of information for customers seeking to speed transactions. Integration with Facebook. Facebook maintains 200 million active users, and nearly half of that user base use Facebook on a daily basis. The Facebook application has attracted over one thousand users in its first week of release. Investors are becoming increasingly aware of the effectiveness of social networking relative to traditional media in providing services-related information to consumers, and this increasing awareness will result in increasing demand for request’s services. Lots of business implement cost savings strategy during recession period to avoid unnecessary costs and increase profitabilityThreats Since there are no substantial barriers to entry into the markets in which broker online participate, ReferQuest faces significant competition. Competitors may have greater financial, technical, product development, marketing and other resources than ReferQuest do. Even if demand from users exists, ReferQuest’s online businesses might be affected by relatively new and rapidly changing in technology, and market conditions. Consumers have other alternative free options for searching jobs or services such as Craigslist and LinkedIn; hence, they might not have willing to pay Refer-ers rewards of the transactions. The competitors’ websites are more attractive and contain more content and information than ReferQuest’s
  • The brand values for ReferQuest personify creativity, classy and innovative. ReferQuest’s business model is creative and has tried to bring in the best features of eBay, Craigslist and some other regional and international websites. Besidesthis the concept of giving a reward to anyone who refers someone is really dynamic and makes the business unique.ReferQuest is differentiated by its tracking and rewarding of third party information brokers in an e-commerce system. By tracking successful brokered transactions and Refer-ers relationships, ReferQuest builds a valuable resource. Customers will see star ratings of participants, allowing them to select refer-ers from trusted Refer-ers in each vertical (ex: customers can select nannies from highly-starred Refer-ers in this field, enabling them to bypass expensive agencies). ReferQuest will be able to charge advertisers to disseminate offers through well-connected and highly-trusted Refer-ers who agree to tap their networks (as such, systematizing word of mouth marketing).The brand is classy as it has a sophisticated layout and easy to navigate for the first time prospective user. However, the colors used on the website need to be more vibrant as it the business is a online marketplace and should depict happiness and bright colors.
  •”Paid site where you can get reviews of the businesses or people providing services or goods to see if they are good or not. It is a member only editorial site to praise or critique a business. They charge subscription fee. Since they charge a fee people usually give thoughtful reviews rather than just scribbling anything.”Insider Pages“Insider Pages was created to help people find the best local businesses through recommendations from their friends and neighbors. At, people share reviews of local businesses and find great services they can trust.”
  • VALS™ places U.S. adult consumers into one of eight segments based on their responses to the VALS questionnaire. The main dimensions of the segmentation framework are primary motivation (the horizontal dimension) and resources (the vertical dimension). Primary MotivationConsumers buy products and services and seek experiences that fulfill their characteristic preferences and satisfaction to their lives. Consumers are inspired by one of three primary motivations: ideals, achievement, and self-expression. Consumers who are primarily motivated by ideals are guided by knowledge and principles. ResourcesA person's tendency to consume goods and services extends beyond age, income, and education. Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play a critical role. These personality traits in conjunction with key demographics determine an individual's resources. Different levels of resources enhance or constrain a person's expression of his or her primary motivation. ReferQuest can apply their understanding of VALS segments to marketing planning. The key is adjusting the marketing program to recognize customer differences. Thinkers are mature, satisfied, reflective people who are motivated by ideals and who value order, knowledge, responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are conservative, practical consumers and are open to consider new ideas. So, they seek durability, functionality, and values in services or products. Experiencers are young, enthusiastic, and impulsive consumers who are motivated by self-expression and who seek variety and excitement. They spend a high proportion of their income on fashion, entertainment, and socializing.
  • Company Size:1. A small business is a business that is privately owned and operated, with a small number of employees and relatively low volume of sales. The legal definition of "small" often varies by country and industry, but is generally under 100 employees in the U.S. and under 50 employees in the European Union. 2. The definition of mid-sized business by the number of employees is generally under 500 in the U.S. and 250 for the European Union.
  • Point of ParityCategory POPs represent necessary – but not necessarily sufficient – conditions for brand choices. They exist minimally at the generic product level and are most likely at the expected product level. In this business the generic product level is that the brand provide web-based application where customers can post request about something they are looking for and get what they want by the referral of refer-ers. Competitive POPs are those associations designed to negate competitors’ point of difference. If the brand can “break even” in those area where its competitors are trying to find an advantages and can achieve advantages in some other areas, the brand should be in a strong – and perhaps unbeatable – competitive position.ReferQuest provides alternative channel to communicate with customers by integrating application with popular social networking sites such as Facebook and Twitter. Furthermore, the company using Paypal to process the money transaction to provide professional service and make the brand more reliable and professional than any other competitors. Point of DifferencesClients Offer rewards for Refer-ers who are able to match the product/service to what they wantOffer integrated application with social networking websites and PaypalReferQuest could became a leader in the online broker category by creating strong POD on the rewards. However, this company need to establish category POP before it‘s brand strong enough.
  • Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name.Firm Level:The value of ReferQuest is derived by its market capitalization and from that the tangible assets are subtracted and "measurable" intangible assets- the residual would be the brand equity.Firm level approaches measure the brand as a financial asset. In short, a calculation is made regarding how much the brand is worth as an intangible asset. Total Amount Raised to Date: $600KTotal Seeking: $2.5MUse of funds: Customer acquisition, business development and partnerships, platform expansion (including wireless)3-Year Revenue Forecast: Year 1: 2009 $.8 MM Year 2: 2010 $8.6 MM Year 3: 2011 $15.1 MMFinancials: Cumulative Revenue: $0 through 11/08Burn Rate: $59K/month 11/08-4/09Cash Flow Positive: 7/2010, on rev of $630KProduct Level:The brand equity of ReferQuest can be calculated by comparing the financial model with the competitor‘s model. The classic product level brand measurement example is to compare the price of a no-name or private label product to an "equivalent" branded product. The difference in price, assuming all things equal, is due to the brand. More recently a revenue premium approach has been advocated. Consumer Level:Map the mind of the consumer to find out what associations ReferQuest has with the consumer.Brands with high levels of awareness and strong, favorable and unique associations are high equity brands
  • The outcomes of brand equity are the benefits that the firm gets from having brand with a high level of awareness and a positive brand image. Here are the outcomes of ReferQuest’s brand equity:1. Greater loyaltyThe “efficient searching” may draw loyalty if posters trust referrals’ insightsReferring friends to get a reward may keep referrals interested and engaged2. Increased marketing communication efficiency and effectivenessAlready owns list /database with current members and their contact information and postsCould use this list to monitor which jobs, items and other related services get the most results and under how much rewards in order to market more effectively in the future3. More favorable brand extension evaluationsInternational expansion allows ReferQuest to enhance the breadth and depth of its supply base while bringing more professionals’ requests to its online commerce
  • Landor’s Brand Name TaxonomyDescriptive: The brand name describes function of the service literally that the brand provides the service that customers can refer something that someone is looking for or customer can get something that he/she is looking for by someone’s referralSuggestive: The brand name suggest the benefits or function of the service.Compounds: The brand name is a combination of “Refer” and “Quest”: Refer (v.) – to send sb/sth to sb/sth for help, advice or a decision Quest (n.) – a long search for sth, especially for some quality such as happiness (v.) – to search for sth that is difficult to find
  • Brand Name’s Linguistic ReviewShort “e” evokes speed and lends crispness to indicate that customers may quickly find what they are seeking. The full stop of the “t” in quest connotes slowness which may be balanced by the “f” in refer which is a “fast” sound
  • MemorabilityThe brand name is memorable because it is simple, short and easy to spell which helps to reduce the effort customers have to make to comprehend and process the brand name. A short, meaningful and easy to spell name facilitate a brand recall and recognition because it’s easy to encode and store in memoryMeaningfulnessThe brand name has descriptive meaning that suggests general information about the nature of the product category and specific attributes and benefits of the service. LikeabilityThis aspect depends on personal’s interests and feelings towards the brand name. However, this brand name could be likable because it reinforces the benefits that customers will get from the service. TransferabilitySince the brand name is meaningful and directly suggest the functions and benefits of the service; hence, it might be difficult to transfer across the categories. AdaptabilitySince, the brand name captures the key associations of a product or service and has a strong bond with the product in consumers’ minds, so it’s quite difficult to change.ProtectabilityThe word “Refer” and “Quest” is a general word which is quite hard to protect but normally the brand is legally protectable.ReferQuest is so closely tied to their service in the minds of consumers and is an extremely effective shorthand means of communication. Thus, when consumers see the brand name for the first time for ReferQuest, the fact that consumers already has the world stored in memory should make it easier to encode the service and thus improve its recallability and recognition.
  • MemorabilityThe URL is memorable because it is the same as the brand name which enhances brand recall and recognition.MeaningfulnessBy using the same name as the brand name, URL can reinforce the brand associations and also benefits from the service.LikeabilitySince the brand name is likable, then the URL could be the same.TransferabilityThe URL can be transfer to something else; however, it might confuse the existing customers who know the brand. AdaptabilitySince, the brand name captures the key associations of a product or service and has a strong bond with the product in consumers’ minds, so it’s quite difficult to change.ProtectabilityURL is legally protectable.
  • MemorabilityUse rhythm (repetition of pattern of syllable stress) to help create strong tagline links and aid brand recall & recognize MeaningfulnessDescribe specific info., the particular kind of service & its key benefits: offer rewards for Refer-ers you requestLikeablilityRich in verbal imagery and inherently fun & interestingTransferabilityThe more specific the tagline, the more difficult it can be transferred across categoriesAdaptabilityChanges in consumer values & opinions, most tagline must be updatedThe more flexible the tagline, the easier it is to updateProtectabilityThe attribute is too easily copied, much of the uniqueness of the tagline may disappearReduce the likelihood that competitors can create a derivative based on the tagline’s own meanings
  • Logo AnalysisColorBlue Characteristics: Authority, Calm, Confidence, Dignity, Established, Loyalty, Power, Success, Secure and Trustworthy Blue is calming and can stir up images of authority, success and security. Most people can say they like at least one shade of blue.Orange Characteristics: Affordable, Creativity, Enthusiasm, Fun, Jovial, Lighthearted, High-Spirited and Youthful Orange is less intense than red but still packs a lot of punch. It is more playful and youthful than red. You can commonly find it used in logos to create a playfulness or stimulate emotions and even appetites.The combination of blue and orange give the sense of the brand that is creative, enthusiasm, and confidence, secure and trustworthy which is good for the brand and should be retainedFontLogo uses a font looks like “Century Gothic” font which is highly readable, comforting though not excitingDesign The symbolic that is used in logo can provoke visual appeal as the interactive communication. The customers can expect the solution for their request from this brand because when they ask, there will someone certainly give them the answers. However, team notices that the conversation symbolic in ReferQuest’s logo looks like Quiznos’ logo.  
  • Current Marketing Communications:Publicity and public relation in the form of press release through its own website and other press release websites such as,,, advertising in its own website and social networking website such as Facebook, Twitter, and blog
  • Marketers can leverage secondary associations to reinforce or create strong, favorable, and unique associations. ReferQuest leverages associations by linking itself to popular social networking websites such as Facebook and Twitter and Paypal.ReferQuest links its brand to Facebook and Twitter by plugging the application in these social networking sites.Advantages: Borrow needed expertise from social networking sites who are able to increase the brand exposure to customers Leverage equity you don’t have: Innovative, Trendy Expand brand meaning into related categories: Increase access pointsDisadvantages: Risk the brand equity dilution Loss of control Negative feedback effectsReferQuest links its brand to Paypal by using Paypals’ service does the money transactions.Advantages: Borrow needed expertise from Paypal who is expert in online money transfer transaction Leverage equity you don’t have: Reliable, Professional Reduce cost of productionDisadvantages: Risk the brand equity dilution Loss of control
  • The brand report card can help marketers to identify areas that need improvement, recognize areas in which the brand is strong, and learn more about how the particular brand is configured.
  • ReferQuest Positioning Statement“For busy professionals who need to outsource the pain, win time, stay organized, and enjoy maximize accountability from searching for goods or services, ReferQuest is the free online broker which provides the place where customers can search for whatever they want in a more cost-effectively, quickly, and reliably way unlike any other online classified advertising websites because only ReferQuest lets buyers offer rewards to motivate an “army of Refer-ers” to involve and find effective solutions on their behalf.”Recommend Positioning“For busy professionals who need to outsource the pain, win time, stay organized, and enjoy maximize accountability from searching for goods or services, ReferQuest is the reliable online broker which provides the place where customers can search for whatever they want in a more cost-effectively, quickly, and reliably way unlike any other online classified advertising websites because only ReferQuest lets buyers offer rewards to motivate an “army of Refer-ers” to involve and find effective and reliable solutions on their behalf.”“ReferQuest is a reliable, innovative, and users’ friendly firm providing the effective solution for busy professionals who require specific products and services in limited time”
  • Recommend Brand Name: ClawBuzzLandor’s Brand Name TaxonomyCompounds: The brand name is a combination of “Claw” and “Buzz”: Claw (v.) – to scratch of tear somebody/something with claws or with your fingernails Buzz (n.) – the sound of people talking especially in an exciting way
  • Recommend Brand Name: QurekaLandor’s Brand Name TaxonomyFanciful: The brand name is a coined word with no obvious meaning:Qureka = Quest + EurekaQuest (n.) – a long search for sth, especially for some quality such as happiness (v.) – to search for sth that is difficult to findEureka (int.) – used to express triumph upon finding or discovering something.
  • ReferQuest is a descriptive brand name as it describes the brand and the core functions of the business. This name can be chosen in order to enhance the brand recall and recognition. Furthermore, the name “ReferQuest” can facilitate customers to create association between brand name and service’s functions. Even though this name is come from the common words which is not unique nor complex nor distinctive which might not easy for customers to distinguished from other brands like “Qureka” or “ClawBuzz”, however, the brand can distinguish itself from the competitors by conveying its unique positioning and other brand elements such as tagline or logo. The most important criteria for chosen the brand in the early stage are to enhance brand recall and recognition and reinforce the brand association which the name “ReferQuest” obviously achieves. Hence, team recommends keeping the current name; however, the brand should change the tagline or logo.
  • Tagline OptionsEven though the current tagline “Refer, Request, Reword” that uses rhythm helps create strong tagline links and aid brand recall & recognize and it is rich in verbal imagery and inherently fun & interesting. However, there is no connection between them and it might confuse the customer. Hence, team recommend to create new tagline to make the tagline formal and enhance it to be completely descriptive so that consumers will know exactly what are the brand’s benefits and functions which is very important for that brand that new to the market and customers.The suggested taglines are “Get what you quest, Reward when you refer” and “Free request, Quick refer, Great reward”
  • ReferQuest should change its logo to gain a competitive advantage over its competitors. The new logo should be more useful for brand recognition, reinforce brand associations, and also provoke visual appeal. However, the brand should retain the current color and font style because it provokes the sense of brand that is creative, enthusiasm, and confidence, secure and trustworthy.  Team suggests the logo with a man holding or pushing the 'Q' for the quest symbolizing that the business is backed by the customers and their quest or search. For the suggested logo the 'Q' looks like a magnifying glass in the hand of the cartoon character which is used to search or look closely. It portrays that if the consumers search for any services or goods on the website they will be successful while the previous logo was a simple concatenation of two words. The new logo is more descriptive and can combine visual and verbal appeal. 
  • The brand image which should be portrayed is relax, laidback but reliable and maximize accountability by using the message to tell the customers they can relax and look for services and goods without wasting their time in the luxury of their home or office.  Brand name: Enhances brand recall and recognition and describes the core brand associationsLogo: Provoke rich visual and verbal imageryTagline: Reinforce the PODs and core brand associations
  • Recommend Marketing CommunicationOnline Marketing SEO: Keywords & meta-tags, Build link-backs with Digg, YouTube Online Ads: Banner ads through Websites and Search engines Digital Assets: Company-created online video, Podcasts Email promotions Buzz MarketingEnlist genuine consumers able to give authentic-seeming endorsements of the brand through LinkedinMobile Marketing“Infotainment” content services –updated requestsPublicity and Public Relation Blogs and articles Newsletter (pitch letter) Events Web PersonalizationDisplay web content based on user’s navigational history and interestsRecommend Marketing Message Marketing message is what grabs your prospect’s attention, tells them how you can solve their problem, why they should trust you, and why they should choose to do business with you over and above any and all other choices they might have.Recommend Marketing Messages: Outsource the pain, win time, stay organized, and enjoy maximize accountability Search for whatever you need in a more cost-effectively, quickly, and reliably way
  • Recommend Secondary Brand Associations1. Co-BrandingReferQuest can leverage secondary associations by integrate the application with online business network such as LinkedIn.LinkedInLinkedIn takes your professional network online, giving you access to people, jobs and opportunities like never before. Built upon trusted connections and relationships, LinkedIn has established the world’s largest and most powerful professional network. Currently, more than ten million professionals are on LinkedIn, representing all five hundred of the Fortune 500 companies, as well as a wide range of household names in technology, financial services, media, consumer packaged goods, entertainment, fashion, and numerous other industries. LinkedIn has more than five million members in North America, more than three million in Europe, and a million-plus in Asia. LinkedIn is backed by world-class investors including Sequoia Capital, Greylock, Bessemer Venture Partners, and the European Founders Fund.Advantages: Borrow needed expertise from LinkedIn as a professional network online Leverage equity you don’t have: Professional, Reliable, Well-known Expand brand meaning into related categories: Increase access pointsDisadvantages: Loss of control Negative feedback effects2. Other third-party sources (through awards and reviews)ReferQuest should secure and publicize reliable ratings from third-party sources like J.D.POWER AND ASSOCIATION, BRAND KEYS, and THE WeBBY AWARDS. Endorsements from leading organization, credible magazines and experts can obviously improve perceptions of and attitudes toward brands. J.D.POWER AND ASSOCIAITONS- well-publicized Customer Satisfaction Index Surveys millions of consumers and businesses to understand their opinions and expectations regarding the products and services they purchase. Brand Keys The only research consultancy in the world that specializes in customer loyalty, providing brand-equity measures that accurately predict future consumer behavior. These measures enable companies to anticipate every shift in a rapidly changing marketplace and to better engage customers. The WeBBY AWARDSThe leading international award honoring excellence on the Internet. eVOC INSIGHT-web-based testingLeveraging online technology to evaluate the customer experience on the Web, on a specific Website, or of a prototype. 
  • BenefitsUser can specify category that they want to post asking for referral The text labels are informative and useful DrawbacksThe screen is quite cluttered and not quite organized Not user friendly Seems all over the place and hard to navigate The page is too long and there is no pagination The add widget section is very confusing User can search for the posts by only one criteriaOnce the users are viewing the posts in within the specific category, they cannot go back to previous page. (Dead-end page)The forms are not well-organized 
  • Facebook Application RecommendationProvide search criteria that users can select to view the posts such as post title, category, location, and amount of reward Define the maximum records that will display in each page and implement the pagination The posts list should be display only the title because users will be able to choose what they want to see instead of loading all posts’ details.
  • Brand Audit Refer Quest Final

    1. 1. Brand Audit<br />By<br />GurpreetPanjrath<br />Hsin Ying Lin<br />PorntipChantawech<br />
    2. 2. Agenda<br /><ul><li>Company Background
    3. 3. Brand Values
    4. 4. Brand Positioning VS. Competitors Positioning
    5. 5. Target Market
    6. 6. Points of Parity and Points of Difference
    7. 7. Core Brand Associations
    8. 8. Sources and Outcomes of Brand Equity
    9. 9. Brand Identity
    10. 10. Brand Personality
    11. 11. Brand Elements Analysis
    12. 12. Marketing Communications
    13. 13. Secondary Brand Associations
    14. 14. Facebook Application Review
    15. 15. Brand Report Card
    16. 16. Recommendations</li></li></ul><li>Part 1<br />Company Background<br />
    17. 17. Company Profile<br />
    18. 18. SWOT Analysis<br />
    19. 19. Part 2<br />Current State of Brand <br />and Brand Inventory<br />
    20. 20. Brand Values<br />Brand Values: The brand value reflects how a product's name, or company name, is perceived by the marketplace, whether that is a target audience for a product or the marketplace.<br />
    21. 21. Brand Positioning<br />“For busy professionals who need to outsource the pain, win time, stay organized, and enjoy maximize accountability from searching for goods or services, ReferQuest is the free online broker which provides the place where customers can search for whatever they want in a more cost-effective, quick, and reliable way than any other online classified advertising websites because only ReferQuest lets buyers offer rewards to motivate an “army of Refer-ers” to involve and find effective solutions on their behalf.”<br />ReferQuest’s Positioning Statement<br />Brand Positioning: Act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers’ minds.<br />
    22. 22. Positioning Perceptual Map <br />High Reliability<br />Slow<br />Fast<br />Low Reliability<br />Positioning Perceptual Map: A graphics technique used by asset marketers that attempts to visually display the perceptions of customers or potential. Typically the position of a product, brand, or company is displayed relative to their competition.<br />
    23. 23. Target Market<br />Individuals Segment<br />Business Segment<br />
    24. 24. Target Market - Individuals<br />Post-ers<br /> Thinkers- seeking durability, functionality, and values in products<br />Refer-ers<br />Experiencers - seeking variety and socializing<br />Source:<br />
    25. 25. Target Market - Business<br />
    26. 26. Points of Parity: <br />Attributes or benefits that are not necessarily unique to the brand but share with other brands<br />Points of Difference: <br />Attributes or benefits that customers strongly associate with a brand and believe that they could not find with a competitive brand<br />POPs and PODs<br />
    27. 27. Core Brand Associations<br />
    28. 28. Sources of Brand Equity<br />
    29. 29. Outcomes of Brand Equity<br />
    30. 30. Brand Identity<br />Brand Name<br />URL<br /><br />“ReferQuest”<br />Brand Identity<br />Logo<br />Tagline<br />Brand Identity: <br />The combination of all brand elements including the name, logo, tagline, URL, jingle, packaging, spokespeople and other aspects.<br />
    31. 31. Excitement <br />Daring (trendy)<br />Spirited (cool/young),<br />Imaginative (unique)<br />Up-to-date<br />(independent/contemporary) <br />Brand Personality<br />Mark Zuckerberg, <br />Founder and CEO of facebook<br />Brand Personality: is inevitably influenced by the nature of the product category itself<br />
    32. 32. Landor’s Brand Name Taxonomy<br />Descriptive<br />Suggestive<br />Compounds<br />
    33. 33. Brand Name Analysis<br />Brand Recall: Ability to retrieve the actual brand element from memory when given some related probe or cue<br />Brand Recognition: Ability to identify the brand under a variety of circumstances and can rest on identification of any brand elements<br />
    34. 34. Brand Name’s Linguistic Review<br />Short “e” evokes speed and lends crispness <br />The full stop of “t” connotes slowness<br />ReferQuest<br />“f” is fast sound<br />
    35. 35. Brand Name Analysis<br />
    36. 36. URL Analysis<br />Increase brand recognition<br /><br />The same with brand name<br />Protect brand from unauthorized use <br />
    37. 37. Tagline Analysis<br />Too specific the tagline to be transferred across categories<br />Use rhythm to create strong links & aid brand recall <br />request, refer, reword<br />Describe its particular service & key benefits directly<br />Rich in verbal imagery <br />Not flexible enough to update for fulfilling changes in consumer values <br />
    38. 38. Logo Analysis<br />Blue:<br />Confidence, Secure and Trustworthy<br />Orange:<br />Creative and enthusiasm<br />Symbolic<br />2-way communication<br />Interactive<br />Font: Century Gothic<br />Highly readable, comforting though not exciting <br />
    39. 39. Brand Element Analysis<br />
    40. 40. Marketing Communications<br />ReferQuest<br />Marketing Communication: The mean by which firms attempt to inform, persuade, and remind customers – directly or indirectly – about the brands they sell.<br />
    41. 41. Marketing Communications<br />
    42. 42. Marketing Communications<br />
    43. 43. Marketing Assessment<br />No apparent investment in keyword buys Or natural/organic searches<br />
    44. 44. Secondary Brand Associations<br />Advantages:<br />Disadvantages:<br /><ul><li>Borrow needed expertise
    45. 45. Leverage equity you don’t have
    46. 46. Increase access points
    47. 47. Reduce cost of production
    48. 48. Risk the brand equity dilution
    49. 49. Loss of control
    50. 50. Negative feedback effects</li></ul>Co-Branding<br />Co-Branding: <br />Two or more existing brands are combined into a joint product or are marketed together in some fashion.<br />
    51. 51. Brand Report Card<br />
    52. 52. Part 3<br />Desired State of the Brand and Recommendations<br />
    53. 53. Brand Positioning<br />High Reliability<br />Slow<br />Fast<br />Low Reliability<br />
    54. 54. Competence <br />Reliable (hard working/secure)<br />Intelligent (technical/corporate)<br />Successful (leader/confidence) <br />Innovative <br />Professional<br />Brand Personality<br />Larry Page, <br />Founder and CEO of Google<br />
    55. 55. Brand Name<br />“ClawBuzz”<br />“ReferQuest”<br />“Qureka”<br />Options<br />Current<br />
    56. 56. Brand Name Options<br />
    57. 57. Brand Name Options<br />
    58. 58. Brand Name Recommendation<br />
    59. 59. Tagline<br />“Get what you quest, Reward when you refer”<br />“Refer, Request, Reward”<br />Current<br />“Free request, Quick refer, Great reward”<br />Options<br />
    60. 60. Tagline Recommendation<br />
    61. 61. Logo<br />
    62. 62. Brand Identity<br />Brand Name<br />URL<br /><br />“ReferQuest”<br />Brand Identity<br />Logo<br />Tagline<br />
    63. 63. Marketing Communications<br />Outsource the pain, win time, stay organized, and enjoy maximize accountability<br />Search for whatever you need in a more cost-effectively, quickly, and reliably way<br />ReferQuest<br />
    64. 64. Secondary Brand Associations<br />
    65. 65. Benefits<br />Drawbacks<br /><ul><li>User can specify category that they want to post asking for referral
    66. 66. The text labels are informative and useful
    67. 67. Pages are cluttered and not organized
    68. 68. Not user friendly and hard to navigate
    69. 69. No pagination
    70. 70. The add widget section is very confusing
    71. 71. User can search for the posts by only one criteria
    72. 72. Dead-end page
    73. 73. The forms are not well-organized</li></ul>Facebook Application Review<br />
    74. 74. Facebook Application Review<br /><ul><li>Provide search criteria that users can select to view the posts such as post title, category, location, and amount of reward
    75. 75. Define the maximum records that will display in each page and implement the pagination
    76. 76. The posts list should be display only the title because users will be able to choose what they want to see instead of loading all posts’ details.</li></ul>Recommendation<br />
    77. 77. Keller, Kevin Lane. Stragegic Brand Management: Building, Measuring, and Managing Brand Equity. 3rd ed. New Jersey: Pearson Prentice Hall, 2008. Print.<br />Stone, B., & Jacobs, R. (2008). Successful Direct Marketing Methods (8th ed.). Two Penn Plaza, NY: Mc Graw Hill.<br />A New Facebook Application Offers Users a Chance to Convert "Social Capital" into Money , Anonymous.  Business Wire.  New York:Jul 1, 2009.<br />New ABCs of Branding, Sharon Begley, Wall Street Journal, 8/26/02<br />Erickson, David. "LinkedIn Best Practices For Business." Weblog post. EStrategy Internet Marketing Blog. 18 May 2009. Web. 31 July 2009. <>.<br />LinkedIn Corporation. LinkedIn Professional Network Reaches 10 Million Users. LinkedIn Corporation, 11 Apr. 2007. Web. 31 July 2009. <>.<br />References<br />
    78. 78. Thank You <br />