UKEssays. (November 2018). Plan For Burger King In Pakistan Marketing Essay. Retrieved from https://www.ukessays.com/essays/marketing/plan-for-burger-king-in-pakistan-marketing-essay.php?vref=1
2. BRAND
AMPLITUDE,
LLC
AUGUST
2015
CONTENTS
§ What
is
a
Brand
Audit?
§ Helpful
Frameworks
§ How
to
Apply
the
Frameworks
§ Examples
1
3. BRAND
AMPLITUDE,
LLC
AUGUST
2015
WHAT
IS
A
BRAND
AUDIT?
2
§ A
Brand
Audit
describes
and
evaluates
the
current
state
of
a
brand
and
its
effecQveness
in
achieving
a
company’s
business
objecQves
§ This
assessment
is
the
first
step
in
brand
strategy
development.
Note: While we refer to company throughout, the process works equally well for other types of
organizations and brands.
4. BRAND
AMPLITUDE,
LLC
AUGUST
2015
WHY
CONDUCT
A
BRAND
AUDIT?
3
“A brand audit requires understanding the
sources of brand equity from the perspective of
both the firm and the consumer. From the
perspective of the firm, what products and
services are currently being offered to consumers
and how are they being marketed and branded?
From the perspective of the consumer, what
deeply held perceptions and beliefs create the
true meaning of brands and products?”
– Kevin Keller, Strategic Brand Management
§ A
Brand
Audit
reveals
a
brand’s
true
posiQon
and
meaning
to
its
stakeholders.
5. BRAND
AMPLITUDE,
LLC
AUGUST
2015
HOW
AUDITS
ARE
USED
§ Assess
how
well
the
brand
delivers
against
company
objecQves
§ IdenQfy
customer
wants,
needs,
and
trends
at
the
category
level
§ Inventory
and
categorize
brand
porYolio
elements
and
assets
(trademarks,
sub-‐
brands,
logos,
taglines)
§ Evaluate
the
brand’s
current
image
(how
it
is
perceived
by
customers
and
other
key
stakeholders)
§ IdenQfy
potenQal
sources
of
differenQaQon,
tablestakes,
vulnerabiliQes
4
USED
FOR:
§ Diagnosing
brand
strengths
and
idenQfying
potenQal
vulnerabiliQes
or
shortcomings.
§ Developing
value
proposiQon,
idenQty
and
posiQoning.
NOT
USED
FOR:
§ CompeQQve
benchmarking
§ Brand
tracking
§ Brand
health
assessment
Brand Audits…
6. BRAND
AMPLITUDE,
LLC
AUGUST
2015
BRAND
AUDITS
ORGANIZE
INFORMATION
n Brand
audits
take
many
forms
–
there
is
no
single
magic
format.
n Regardless
of
the
form
your
audit
takes,
the
perspecQve
is
always
that
of
the
company
and
how
the
brand
supports
its
overall
objecQves.
n To
complete
a
brand
audit,
you
will
need
to
first
idenQfy
your
best
informaQon
sources.
1.5
5
n As
with
a
SWOT
analysis
or
financial
audit,
a
brand
audit
organizes
and
disQlls
criQcal
company
informaQon
to
make
it
easier
to
digest
and
recognize
strategic
implicaQons.
7. BRAND
AMPLITUDE,
LLC
AUGUST
2015
TYPES
OF
INFORMATION
REQUIRED
§ InformaQon
for
a
brand
audit
o`en
exists
outside
of
markeQng,
so
be
sure
to
ask
your
colleagues.
6
Corporate
InformaAon
• Company
mission,
vision
and
values
statements
• Financial
performance
and
trends
(e.g.,
revenue,
profits,
margins)
• Customer
service
records
• Patents
and
other
intellectual
property
Industry
InformaAon
• Third
party
research
about
the
compeQtors
in
your
industry
(e.g.,
financial
analysts,
syndicated
market
research,
government
agencies,
industry
associaQons)
• Your
company’s
own
research
studies
(e.g.,
tracking
research,
focus
groups)
MarkeAng
InformaAon
• Current
and
past
adverQsing
and
promoQonal
collateral
for
your
brand
and
compeQtors
(within
and
beyond
your
specific
category)
• Social
media
reports
and
conversaQon
analyses
8. BRAND
AMPLITUDE,
LLC
AUGUST
2015
§ Once
you
have
idenQfied
the
best
informaQon
sources,
the
next
step
is
to
organize
the
most
relevant
informaQon
into
four
categories.
GETTING
STARTED
7
§ Next,
describe
and
evaluate
the
current
state
of
the
brand
by
idenQfying
within
each
of
the
four
informaQon
categories:
§ The
assets
that
can
be
leveraged
§ Any
liabiliQes
or
issues
that
need
to
be
addressed
or
miQgated
9. BRAND
AMPLITUDE,
LLC
AUGUST
2015
8
IN
OUTLINE
FORM,
YOUR
AUDIT
MIGHT
LOOK
LIKE
THIS…
YOU
MIGHT
WANT
TO
USE
THE
TEMPLATE
THAT
FOLLOWS
TO
PRESENT
IT
10. BRAND
AMPLITUDE,
LLC
AUGUST
2015
COMPANY
ASSESSMENT
§ The
company
assessment
focuses
on
the
capabiliQes
and
competencies
required
to
deliver
what
customers
need
and
how
you
measure
up.
What
do
you
do
well?
Where
do
you
need
to
improve?
§ This
assessment
highlights
your
strengths
and
liabiliQes
as
an
organizaQon,
not
as
a
brand.
9
How well does the
brand support the
long-term growth
strategy of the
business? How
effectively does it
leverage the
organization’s
competencies?
Assets:
Liabilities:
11. BRAND
AMPLITUDE,
LLC
AUGUST
2015
CUSTOMER
ASSESSMENT
§ The
most
important
informaQon
at
this
stage
is
understanding
what
drives
customer
choice
at
the
category
and
brand
levels.
10
How compelling
and valuable is
the brand to
users? How well
does it resonate
with its target
audience?
Customer
Assessment
Segment
1
Segment
2
Demographic
description
(e.g., age, gender,
education,
income,)
Relevant interests
and
psychographics
Current customer
needs (category
decision drivers)
Brand decision
criteria and
barriers
Emerging
customer needs
(trends)
§ Aim
to
understand
what
customers
are
trying
to
accomplish
in
their
lives.
Look
beyond
the
obvious
funcQonal
benefits
to
how
they
want
to
feel
or
be
seen
as
a
result
of
their
choices.
12. BRAND
AMPLITUDE,
LLC
AUGUST
2015
MARKET
ASSESSMENT
11
Their Competitive
Assets:
Their Competitive
Liabilities
Competitive Assessment
How unique is the
brand relative to
competitors? How well
does the brand take
market dynamics into
account?
§ The
compeQQve
frame
of
reference
may
not
be
obvious.
Think
like
a
customer,
what
do
they
think
are
their
alternaQves?
§ The
compeQQve
set
may
be
direct,
like
other
providers
of
the
same
product
or
service,
or
indirect,
like
a
different
category
or
doing
nothing
at
all!
Their Competitive
Assets:
Their Competitive
Liabilities
Their Competitive
Assets:
Their Competitive
Liabilities
13. BRAND
AMPLITUDE,
LLC
AUGUST
2015
BRAND
IMAGE
ASSESSMENT
§ This
assessment
focuses
on
how
your
brand
is
perceived
by
your
customers,
employees
and
other
important
stakeholder
groups.
§ If
you
don’t
have
recent
research
or
insights
to
inform
this
assessment,
it’s
a
good
idea
to
get
them
rather
than
assume
you
know.
12
Brand Assets:
Brand Liabilities
How in-sync
are customer
perceptions
with company
positioning?
14. BRAND
AMPLITUDE,
LLC
AUGUST
2015
3-‐CIRCLE
BRAND
ASSESSMENT
FRAMEWORK
§ All
of
this
informaQon
is
summarized
in
the
3-‐Circle
Assessment.
This
framework
helps
disQnguish
what
is
disQncQve
about
your
brand
from
what
is
shared.
§ It
is
a
decepQvely
simple
and
powerful
way
to
organize
a
lot
of
disparate
informaQon
and
make
brand
strategy
implicaQons
apparent.
13
Potential
Differentiators
Vulnerabilities
Tablestakes
Brand Strengths
Competitor
Strengths
Shared traits that are
important to customers, the
“must haves” or “points of
parity”
Ideas or traits that are important to
customers and unique to the brand
Ideas that are unique
to competitors and
important to customers
Customer
Needs
15. BRAND
AMPLITUDE,
LLC
AUGUST
2015
Potential
Differentiators
Our
Vulnerabilities
Tablestakes
Points of Parity
(Category Benefits)
•
•
•
•
Consumer Wants &
Needs
•
•
•
•
•
•
•
Competitive Brand
Differences
•
•
•
•
•
•
•
Consumer
Needs
Brand Strengths
Competitor
Strengths
Potential Brand
Differences
•
•
•
•
•
•
•
AT
THIS
POINT
YOUR
AUDIT
MIGHT
LOOK
LIKE
THIS….
14
16. BRAND
AMPLITUDE,
LLC
AUGUST
2015
BRAND
ASSET
INVENTORY
§ The
final
step
is
to
inventory
the
intellectual,
verbal
and
visual
assets
of
the
brand.
What
are
your
strengths?
What
new
assets
should
be
developed?
15
Brand Asset Inventory Asset Description
Assessment
(Memorability, Relevance,
Uniqueness)
Logo/Trademarks, Patents &
Protected Innovations or Features
Core Competencies & Industry
Distinctions
Brand Perceptions/Associations
Ongoing campaigns or campaign
elements
Testimonials/Cases
Sponsorships/Partnerships/
Endorsements
Characters, Slogans, Tagline
17. BRAND
AMPLITUDE,
LLC
AUGUST
2015
KEY
TAKEAWAYS
n A
brand
audit
organizes
key
informaQon
to
make
strategic
implicaQons
about
target
segment
needs,
frame
of
reference,
potenQal
differenQators,
vulnerabiliQes
and
points
of
parity
clear.
n Brand
audits
reflect
the
perspecQve
of
the
company
and
its
stakeholders.
n Several
frameworks
are
helpful
in
conducQng
a
brand
audit
n Customer
Assessment
n Brand
Asset
Inventory
n 3-‐Circle
Assessment
1.16
16