This document presents a brand audit of Spykar Lifestyle. It begins with an introduction to the brand and industry analysis. Research methodology including a survey of 200 respondents is described. A SWOT analysis finds strengths in brand recall and digital presence but weaknesses in brand switching and average perception. Elements of brand equity like awareness, knowledge and preference are analyzed. Models including brand prism, perceptual mapping and brand resonance are used. The audit finds brand awareness and knowledge are good but loyalty is poor. It recommends improving style, durability and switching while engaging customers to change perceptions.

1. BRAND AUDIT
ON
PRESENTED
BY:
 Darshana
Gupta
 Kaneez
Abedi
 Neha

2. ROAD MAP
 Brand Audit
 Industry Analysis
 Research
Methodology SWOT Analysis
 Elements of Brand Equity
 Marketing Models
 Recommendation

3.  PARENT COMPANY: Spykar
 CATEGORY : Apparel and accessories
 SECTOR : Lifestyle and retail
 TAGLINE: Bring it on
 USP: The brand is known for its denim
apparels especially Jeans
ABOUT
SPYKAR

4. INDUSTRY
ANALYSIS

5. APPAREL INDUSTRY IN
INDIA
48%
41%
11%
Market Share
Mens
wear
Source - Live
Interestingly in
India, women's-
wear constitute
only 41% of the
market versus 48%
share of menswear.

6. SHARE OF DENIM INDUSTRY
IN APPAREL MARKET
5%
95%
Denim Industry
Source - WWD

7. 85%
9%
6%
Men's Segment
Source -
WWD
CLASSIFICATION OF DENIM
INDUSTRY

8. COMPETITO
RS

9. RESEARCH METHODO

10. Topic Of
Research :-
BRAND AUDIT OF SPYKAR LIFESTYLE
Type of
Research:-
Descriptive Research
Methodology:- Data collection through questionnaire
Sample Size:- 200 Respondents
Target
Audience:-
18-30
Nature of
Sample:-
Young Adults
Objective:-  To understand the level of Brand Awareness & Knowledge amongst
customers
 To study the Current Health of the Brand
 To analyze Issues and Problems faced by the Brand

11. SWOT ANALYSIS
STRENGTHS
- High Brand Recall
- Innovative and Trendy
- Strong Brand Imagery
- High Digital Presence
WEAKNESSES
- High Brand Switching
- Lack of awareness for Product Range
- Perceived as an Average Product
OPPORTUNITIES
- Growing casual wear market
- Foreign Market for expansion
- Engage in B2B activities
- Increasing acceptability of western wear
across the world
THREATS
- Price Wars
- New Entrants
- Unorganised Market
- Competition from International Players
Spykar

12. ELEMENTS OF
BRAND EQUITY

13. BRAND AWARENESS
95
5
0 50 100
Y
E
S
N
O
HAVE YOU HEARD ABOUT
THE BRAND “SPYKAR”
69.5
67.5
66.5
61.4
57.9
57.9
53.8
44.2
SPYKAR
KILLER
LEE
PEPE JEANS LONDON
LEVI'S STRAUSS
MUFTI
WRANGLER
FLYING MACHINE
CAN YOU RECALL ANY OF THE
BRAND LOGO
30.1
17.27
13.35
12.57
10.47
8.16
8.16
SPYKAR
KILLER
WRANGLER
FLYING MACHINE
MUFTI
PEPE JEANS
LEVI'S
CAN YOU RELATE THE
MENTIONED TAGLINES

14. BRAND KNOWLEDGE
 High Brand Recognition
0
10
20
30
40
50
60
70
PLEASE INDICATE HOW ATTRACTIVE THE
FOLLOWING FEATURES OF SPYKAR ARE TO YOU
Latest Fashion
Trends
Quality
Comfortable Fit
Reasonable Price
64%
12%
10%
6%
8%
APART FROM DENIM, WHICH OTHER
PRODUCTS OF SPYKAR ARE YOU
AWARE OF
Shirts & T-
shirts
Wallet
Deo
Belts
Others

15. BRAND ASSOCIATION
44%
26%
18%
12%
WHAT COMES TO YOUR MIND WHEN YOU
HEAR SPYKAR
Denim Jeans
Affordable
Average
Product
Others
64%
29%
7%
WHO ACCORDING TO YOU IS THE TYPICAL
USER OF SPYKAR JEANS
Youth
College
Students
Others
Deep in Customers
Mind
Consumer Perception

16. BRAND LOYALTY
77%
23%
WOULD YOU BUY ANY OTHER BRAND BESIDES SPYKAR IF IT'S
PRICE IS INCREASED
Yes No
Low Brand
Loyalty

17. 44
33
29
26
21
19
15
13
0 5 10 15 20 25 30 35 40 45 50
Levis
Spkyar
Lee
Pepe Jeans
Wrangler
Killer
Flying Machine
Mufti
On the scale from 1 to 8, Rate the following mentioned Brands
BRAND PREFERENCE
Brand Choice
Likings towards a particular
Brand

18. BRAND
EVALUATION
 Brand attribute approach has been used to evaluate the brand on
the basis of preferences
(1 being the most important & 5 being the least important)
Ranking Levis Spykar Pepe Jeans Killer Lee
Fit 1 3 2 5 4
Durable 4 3 1 5 2
Price 5 1 4 2 3
Style 1 5 2 4 3
Brand Name 1 2 4 5 3

19. PERCEPTUAL MAPPING
Low
Quality
High
Quality
High Price
Low Price
SPYKAR
MUFTI

20. BRAND IDENTITY
PRISM MODEL

21. Personality
Culture
Self Image
Reflection
Relationship
Physique
Trendy
Denim
Indian
Brand
Affordable
Prices
Distinct
Identity
Latest Trends
Youth
Engagement
Trend setter
Suitable for Youth
Fashionable
Cool and Trendy
Young
Fashion Forward
Believe in Bringing
Change
Casual
Young

22. BRAND
RESONANCE
MODEL

23. RESONANCE
Low Customer Loyalty
JUDGEMENT
 Jeans at
affordable Price
 Renowned brand
in terms of logo,
tagline and in
terms of usage
FEELINGS
 Cool
 Young
 Trendy
PERFORMANCE
 Reliability-Spykar Jeans specialty in
Cut and Fitting
 Durable –Spykar products are durable
in nature
 Serviceability- Ambience is quiet
friendly when talked about Spykar
stores
IMAGE
 Average Product
 Indian Brand
 Mainly known for men’s denim
SALIENCE
 Top of mind recall :
• Top 5 brands which people recalled are: Levis, Lee, Spykar, Pepe Jeans and
Wrangler
 Low recall rate as compared to Levis and Lee
 High reorganization
 Niche Awareness

24. POST BRAND AUDIT
REPORT

25. ELEMENTS EXCELLENT GOOD AVERAGE POOR
Brand Awareness 
Brand Knowledge 
Brand Preference 
Brand Loyalty 
CHARACTERISTI
CS
Fit 
Durability 
Style 
Price 
Availability 

26.  Spykar needs to focus on PAN India presence
 Change the perception of being an ‘Average Brand’ in the
minds of the people
 Needs to focus on Style & Durability of the product
 Adopt new strategies to reduce Brand Switching
 Need more Customer Connect for loyalty towards the
brand
 Customer Relationship Management
 Needs to Engage in B2B activities
RECOMMENDAT
IONS