Online Brand Audit & Marketing Campaigns, WARC Database - Management Assignment Help

Assignment Task

Part Two: Brand Audit 
Draw on industry publications and conduct an online brand audit of campaigns and other  activities that could build Mental Availability for your brand and the two chosen competitors.  Industry publications can help with your critique of marketing campaigns or branding efforts,  e.g. B&T, Advertising Age or articles from the WARC database. The brand's website,  YouTube and social media sites should also be examined as part of the brand audit for Part  Two. Please note that social media is only one aspect of a brand's integrated marketing  campaigns, so it is important to consider activities in all media channels for a review of  Mental Availability. Add examples into an Appendix (not included in word count) and in the  report consolidate details into a summary that covers the following points: 
• Begin the audit with a brief overview of marketing efforts of the brand to grow  Mental Availability, critique efforts against evidence on how to grow brands (refer to  examples in your appendix of all three brands reviewed - at least five examples of  marketing activities for each brand to give a minimum of 15 examples across all  brands). 
• Next, focus specifically on the messaging and branding execution in relation to  building Mental Availability. Examine brand messaging across the market for three  brands (your brand and two others). Clearly label examples in your appendix to  indicate timing of use and media used for campaigns.
• Discuss the type of links being built in the minds of category buyers? Are these being  built only with your brand? Write from the perspective of your allocated brand and  discuss how successful they are likely to be based on your knowledge of what is  needed to build Mental Availability. 
• Provide a summary table that visually shows potential Distinctive Assets. In the table  use rows to group different potential types of DA's. In columns add in visual  examples of their use. The first column shows potential DA's for your brand, then  repeat the same information for the two chosen competitors. Add in examples from  any other brands from the category that look similar to DAs being used by your  brand.  
• Reference the DA table in a discussion of the uniqueness of DAs. Explain what  research is required before making changes to the brand's identity and why having  consistent execution of branding is important.  
• Conclude with a recommended DA Palette that identifies existing DAs to  test. Identify if there are any DA types missing that would be useful to build and  explain why. 
 

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