This document provides a brand audit of Facebook. It outlines Facebook's brand heritage from its origins as "Facemash" in 2003 to becoming "Facebook" in 2005. The brand identity, architecture, positioning, and core challenges are examined. Facebook's brand is positioned as allowing users to stay connected to friends and family through customizable profiles. However, its core challenge is brand revitalization as younger users find Facebook uncool and associate it with information overload. Recommendations include creating new associations to attract younger users, bolstering connections with friends/family, and neutralizing negative associations through streamlining the user experience.

1. BRAND AUDIT
BRAND MANAGEMENT
JUSTIN HARTZLER | SARAH KHAN | SAUMYA GUPTA | JOANNA MEYER | AMY XIN

2. GROWING UP WITH
FACEBOOK
"i luv my friendzzz..lol XD"
"NHS meeting in the morning"
"LOLOLOL kool" "Playing dress up teehee"
"Football for Christmas, let's go"

3. BRAND HERITAGE
OVERVIEW
What began as a ‘hot-or-not’ game in Zuckerberg’s college dorm
room, “Facemash” soared in 2003, but quickly fell through and
emerged into “theFacebook” and finally “Facebook” in 2005.
2004
2006
2008
2010
2012
2014
2016

4. Facebook "f" logo (+)
“Like” button icon (+/-) Facemash (+/-)
Facebook wordmark (+)
BRAND IDENTITY

5. BRAND ARCHITECTURE

6. BRAND
POSITIONING
FACEBOOK HAS OVER 1.8
BILLION DAILY USERS, MORE
THAN ANY OTHER SOCIAL
MEDIA PLATFORM, WHO SPEND,
ON AVERAGE, 21 MINUTES ON
THE PLATFORM EACH DAY AND
SHARE 1.3 MILLION PIECES OF
CONTENT EVERY MINUTE
FACEBOOK LETS USERS CREATE
THEIR OWN PERSONAL
NETWORK OF FAMILY AND
FRIENDS THROUGH
CUSTOMIZABLE PROFILES TO
SEE AND INTERACT WITH
POSTS, PHOTOS, AND ARTICLES
FROM OTHER USERS IN REAL-
TIME
100+ FEATURES WITH THE
NETWORK EFFECTS THAT
OTHER SOCIAL MEDIA
PLATFORMS ENVY
Facebook is the world’s most popular all-in-
one social networking site that allows users to
stay instantly connected to family and friends,
discover what’s going on in the world, and
express what matters to them.
Among all social media platforms
For Millennials and Gen Z teenagers, 13 to 29
years old, who are digital natives and want
their digital presence to be an extension of
their personal identity
Because...
What Facebook thinks..

7. CORE
CHALLENGE:
BRAND
REVITALIZATION
YOUNGER USERS
ARE BORED OF
FACEBOOK.
FADING
ASSOCIATIONS OF
FACEBOOK
NEGATIVE
ASSOCIATIONS OF
FACEBOOK
COMPARED TO OTHER SOCIAL
MEDIA PLATFORMS...
FACEBOOK IS SEEN AS “UNCOOL”
PASSIVE USE OF THE SITE
FEAR OF MISSING OUT (FOMO)
INFORMATION OVERLOAD
INTIMATE COMMUNITY OF
FRIENDS & FAMILY

8. PAST & CURRENT ADVERTISING
“Facemash” is created by Mark
Zuckerberg
“theFacebook”’s logo is created
Facebook drops the “the,” which is
well received
“Facebook is like a chair” campaign
launched. Facebook’s first T.V ad.
Facebook promotes Messenger
app on billboards, subway ads, TV,
outdoor, cinema and online
commercials
Friendlier Facebook logo and
outdoor ads appear
Facebook advertises Facebook Live
via outdoor ads and TV
commercials.
2003
2004
2005
2012
2014
2015
2016

9. Recent content
on YouTube has
been about the
corporate side of
Facebook, but
their most
popular videos
include “Helpful
tips” and social
impacts.
SOCIAL MEDIA CAMPAIGNS
Use LinkedIn to
promote social
impact cause as
well as new
feature updates.
All written blog
style.
Facebook is
the first of its
kind. Getting
businesses to
advertise on their
platform served
well for both.

10. Social
Causes
(+/-)
Account
Hackings
(-)
Community
(+)
Waste of
Time
(-)
Grievances
(-)
“Thanks Facebook
for connecting us
with people we
love!”
“My account got
hacked and am
struggling to
recover it.”
“Just scrolled through
Facebook and wondered
when they stopped
allowing sane people to
get accounts”
"Why is it so that when
you write to Facebook,
no one helps you? Isn't
there really no one that
has the courtesy to
help?"
SOCIAL MEDIA ASSOCIATIONS
“Happy
International Day
of Peace!”

11. DifferencesSimilarities
Facebook does not post very frequently
on either platform.
However, Facebook is relatively
responsive (but still not very) in
answering back to people who have
complaints or problems using their
accounts. Customer service/customer
relationship management is an
important usage for both platforms.
Facebook (as a platform) is a more
official/formal of a platform for
Facebook (as a company) because it is
the company using its own product to
promote and share its own brand.
On Twitter, more informal news that
require a more real-time audience is
shared.
FACEBOOK ON...

12. PRODUCT
PROMOTION
PLACE
PRICE
Hundreds of features that vary in popularity
Messenger vs Stories
“Far away is never too far for friends”
Sponsored posts and billboards
Free to sign up
27.84 billion in advertising revenue
95% of social media managers say
Facebook has the best ROI
Expanded global reach by 224.4% since 2010

13. MARKET
Social media users growing at
decreasing rate
Facebook remains most popular
social media platform in US
(79%) vs. Instagram (32%),
LinkedIn (29%), Twitter (24%)
COMPETITION
Facebook owns popular social media
platforms and services (Instagram,
Messenger, WhatsApp)
Average internet user has five social
media accounts
Facebook is growing at a faster pace
and at larger volumes compared to
than top competitors
Source: http://nilofermerchant.com
Age 18-34 Digital Audience
Reach X Average Monthly Users

14. COMPETITIVE BRANDS

15. CBBE
salience
performance imagery
feelingsjudgments
resonance
Behavioral Loyalty (+/-)
Active Engagement (+/-)
Attitudinal Attachment (+/-)
Sense of Global Community (+/-)
Quality Connections (+/-)
Credible Information (+/-)
24/7 Consideration and Brand
Superiority (+/-)
Ease of Communication (+)
Over Functionality (-)
Facebook Security Issues (-)
Network Functionality (+)
Customizable Timeline (+)
Troubleshooting/Profile
Maintenance(-)
Excitement (+/-)
Inadequacy/FOMO (-)
Anxiety (-)
Self-Fulfillment (+)
Social Approval (-)
Boredom/Waste of Time (-)
Friends and family (+)
News (+/-)
World (+)
Explosion/Ties (+/-)
Social Causes (+/-)
Fast-Growing Company/Most Popular (+)
Top-of-Mind Social Network (+) Users around the world (+)

16. SALIENCE DEPTH (+)
1.9B ACTIVE USERS
EXTREMELY HIGH BRAND
AWARENESS AND RECOGNITION
APRIL 2016, FACEBOOK WAS THE
MOST POPULAR SOCIAL
NETWORKING SITE IN THE WORLD
BREADTH (+)
USED TO CONNECT PEOPLE, STAY
UP-TO-DATE WITH NEWS, AND
SHARE STORIES.
COMPANIES CAN CREATE
PROFILES TO PROMOTE THEIR
BUSINESSES
FACEBOOK REACHES ALMOST ALL
COUNTRIES ACROSS THE GLOBE
“Overall, pretty solid brand. Top-
of-mind social network.”
“I use it daily. My friends are on it.
I use Messenger a lot. I want to see
what I’m tagged in and see the
news feed. Events are on there,
and I use events to keep up with
things.”

17. Page to page friction
Over functionality
Simple design and color fluency
PERFORMANCE
PRIMARY SECONDARY
STYLE & DESIGN RELIABILITY
Fake profiles
Security & bugs
Dynamic & complex system
Network
Events
Apps, ads, news pane
Real time news
Customizable
Communication functionality

18. IMAGERY
USER PROFILE:
FRIENDS
USAGE SITUATIONS:
NEWS
PERSONALITY &
VALUES:
EXPLOSION
HISTORY, HERITAGE &
EXPERIENCES:
LONG DISTANCE CONNECTIONS
“Facebook is a place for all my friends.”
58.2% of users rank this as the #1
association with Facebook.
“People, myself included, mostly use Facebook
to mindlessly scroll"
“I love how I can see my friends’ major life
events on Facebook. EXCITEMENT.”
“ My family and friends live far away and
when I’m at school it is hard to keep in
touch. Facebook allows me to know
what’s going on and updates on their
lives.“
"Facebook is always blowing up
my phone. There are so many
group chats and notifications.”

19. Trustworthiness
Expertise
JUDGMENTS
BRAND CONSIDERATION &
SUPERIORITY
BRAND CREDIBILITY BRAND QUALITY
Perceived Quality
Value & Satisfaction
“I have [Facebook] on an open tab on
my computer all the time”
Only 10.54% of survey repondents
said Facebook was the “coolest”
social media platform
RELEVANCE DIFFERENTIATION
Friends tag me in pictures and a lot of friends
are on Facebook. Want to keep up with
everyone online.”
Survey Responder:
“I'd get rid of the stories. They're trying to be
Snapchat.”

20. FEELINGS
EXCITEMENT INADEQUACY/
FOMO
ANXIETY
BOREDOM
SELF-
FULFILLMENT
SOCIAL
APPROVAL
“There are so many people doing
so many things. It is super active
at all times of day, just like Grand
Central Station.”
-EXCITEMENT

21. RESONANCE
BEHAVIORAL LOYALTY &
ACTIVE ENGAGEMENT
SENSE OF COMMUNITY ATTITUDINAL ATTACHMENT
“It has become a habit.”
“Facebook is active 24 hours,
and you can’t block it out of
your life; you always check it.”
“[Facebook] creates a level of
connection when you know what
someone is up to...it establishes a
deeper emotional relationship.” Connection to the brand is very
strong. Users rely Messenger as a
way to chat with friends

22. RECOMMENDATION
CREATE NEW
ASSOCIATIONS
RECAPTURE LOST
USERS
ATTRACT NEW,
YOUNG USERS
RATIONALE:
GOAL: LAUNCH NEW
INITIATIVES TO CATER TO
MILLENNIALS AND GEN Z
TEENAGERS AND DEVELOP A
“COOL” ASSOCIATION WITH
FACEBOOK’S BRAND
INCREASE PRESENCE ON
OTHER SOCIAL MEDIA
PLATFORMS
CONTENT SHOULD BE LIVELY
AND SHOWCASE YOUNG
VIBES
PARTNER WITH BRAND
INFLUENCERS TO RE-
ENERGIZE YOUNG USERS
53.23% OF SURVEY PARTICIPANTS
SAID FACEBOOK IS ‘UNCOOL’
FACEBOOK’S OWN SOCIAL MEDIA
PRESENCE DOES NOT RESONATE
WITH YOUNGER USERS

23. RECOMMENDATION
BOLSTER FADING
ASSOCIATIONS
PROMOTE
CONNECTIONS
WITH FRIENDS
& FAMILY
RATIONALE:
GOAL: STRENGTHEN
FACEBOOK’S INTIMATE
COMMUNITY ASSOCIATION
MAKE FILTER GROUPS
BASED ON PREFERENCES
MORE EASILY ACCESSIBLE
AND PROMINENT
57.6% OF SURVEY
PARTICIPANTS SAID THAT
FACEBOOK IS MODERATELY, A
LITTLE, OR NOT AT ALL
ASSOCIATED WITH AN
INTIMATE COMMUNITY

24. RECOMMENDATION
NEUTRALIZE
NEGATIVE
ASSOCIATIONS
STREAMLINE USER
EXPERIENCE
ELIMINATE
FEATURES THAT ARE
UNNECESSARY
FOCUS ON FACEBOOK’S
CORE BRAND
ASSOCIATION AND
OFFERINGS
GOAL: COMBAT
INFORMATION OVERLOAD
ASSOCIATION AND USERS’
FOMO
CATEGORIZED TABS FOR
BROWSING CONVENIENCE
STORIES (62.71%)
GAMES (56.78%)
POKES (45.76%)
FRIENDS & FAMILY
NEWSFEED
MESSENGER

25. 'GLO'ING UP* WITH
FACEBOOK
"..and just like that, college was over"
"Smiling bc Tex-Mex"
"Bad and Brunchee"
"Smiling through Finals "
"Just registered for my final semester!"
* 'Glo'ing Up - When someone becomes really attractive after puberty

26. THANK
YOU
QUESTIONS?