ASSIGNMENT GUIDELINES

Brand Audit Project

Group formation

This being the Group Assignment, students will form the groups of 5 members each that will
work together in terms of schedules, skill sets and goals, etc.

While forming the groups, ensure that each group has representation of students with engineering
and non-engg background, students with work-ex and freshers, girl students, etc. to the extent
possible.

Group Assignment on Brand Audit

Each group should identify the ‘potential brand’ from among the real brands (new or well
established) and conduct an audit of that brand.

Feel free to pick up a service (e.g., non-profit or for-profit) or product (e.g., consumer non-
durable, consumer durable, hi-technology, etc.).

Objective
The goal of the brand audit is to assess its sources of brand equity and suggest ways to improve
and leverage that brand equity. Thus, brand audits are made of brand inventories (comprehensive
summary of the existing marketing and branding programme) and brand exploratories (the results
of exploratory research), followed by a recommendation for brand strategy and strategy
implementation.

Generally, the deeper you get into the company, the more insightful the project becomes, and the
greater the likelihood that your recommendations will be implemented and you will have an
impact. A start up that has not yet introduced a product is acceptable, so long as the product
definition is sufficiently developed to allow for a meaningful brand audit.

Deliverables
Each group shall submit Interim Report, Final Report, and Powerpoint Presentation.

Interim Report:
The interim report should be concise, 2 to 3 pages, detailing proposed action plan in completing
the Brand Audit assignment.

Final Report:
The final project will include a written Report as well as an oral presentation to the class.
The final report is due at the beginning of class on December 12, 2018 for every group. In it, you
should convey your vision of a “mental map” for the brand in terms of the key brand associations.
Use both qualitative and quantitative tools discussed in class sessions and the readings. For your
qualitative research, conduct either two one-on-one interviews or one 6-8 person focus group. For
your quantitative research, conduct a survey among a large number of consumers. Your goal is to
find out about the brand associations, brand relationships, sources of equity, etc. How is this brand
perceived by your informants? The final report will use all of this information to identify the
sources of brand equity, providing the basis for your recommendations to the brand going forward.

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Page limitations for Report: 1 page executive summary; 10 pages of text (single spaced, Times
New Roman, 12 pt font); upto 5 pages of appendices.

PPT Presentations:
Each team will have about 10-15 minutes to present their brand audit. These presentations (PPT)
should highlight the key insights from the Brand Audit focusing on your future recommendations.
The goal here is to be compelling, engaging, and CREATIVE!

Presentations will be given during class on December 16. Regardless of what day your group will
be presenting, every group’s written brand audit is due at the beginning of the class on December
14, 2018.

Important deadlines:
Identifying potential brand for study ….. 26.10.2018
Finalising Groupwise list and brands ….. 28.10.2018
Pre-approval of Group-Brand proposals ….. 29.10.2018
Submission of Interim Plan ….. 2.11.2018
Submission of Written Assignment ….. 9.00 am on 14.12.2018
Group presentations (PPTs) ….. 16.12.2018
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