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MKT235 Brand Management

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Question:

You are required to conduct a brand audit and devise a brand leverage strategy for a particular brand. Details are as follows.

Task 1: Conducting a Brand Audit

A brand audit enables an organisation to assess the health of a brand, uncover its sources of brand equity, and suggest ways to improve its equity. You are required to conduct a brand audit of any one of the following brands:

Lego
Toyota
Sony
Nike

Task 2: Devising a Brand Leverage Strategy

In this portion of the assessment, your task is to assess the sources of brand strength for your selected brand and suggest ways to leverage that strength in terms of a specific brand/line extension (of your own choosing).

You need to present a robust rationale for you brand/line extension strategy. You need to consider strategic issues (e.g., overall brand positioning) as well as tactical issues (e.g., pricing, packaging, and communications). Additionally, creative and executional detail with respect to names, logos, designs, slogans etc. for your line/brand extension is expected.

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