Group 5 Batch 1

1. Secondary Research
a. Study of company History
i. Brand evolution
ii. Brand growth
b. Study of product portfolio
i. Brand hierarchy
ii. Pricing strategy
iii. Target customer segments
iv. Portfolio length, breadth and depth
c. Study of marketing campaigns
i. Brand proposition
ii. IMC
d. Competitor Study
i. Relative positioning
ii. Comparison of product portfolio
e. Study of companys strategy
i. Acquisitions
ii. New markets
iii. New products
f. Study of existing brand strategies
i. Brand architecture
ii. Brand positioning
iii. Competitive Advantage
g. Strategies for global expansion

2. Primary Research
1. Customers
a. Brand perception
i. If companys positioning matches with consumer perception
ii. Relative positioning of brand with respect to the competitors
b. Product Awareness
i. Visibility
ii. Awareness about different product lines
c. Consumers willingness to buy
i. Brand evaluation
ii. Effectiveness of marketing campaigns
iii. Identification of influencers
d. Change in consumer trends
2. Brand Managers
a. Organizational Structure
b. Positioning according to the company rep
Group 5 Batch 1

c. Understanding various branding exercises

i. brand extension
ii. Portfolio readjustment
iii. Revitalization / Re-enforcement
iv. Use of digital media
d. Change in branding strategies
i. Brand architecture
ii. Brand positioning
iii. Competitive Advantage
iv. Global branding strategies
e. Competitive advantage
f. Campaigns
i. Objectives
ii. Targets
iii. Implementation
iv. Budgets
v. Metrics to measure the performance
g. Internal branding
i. Employee branding
ii. Incentives
iii. Metrics to measure effectiveness
h. Channel branding
i. Identification of partners
ii. Branding activities for partners
iii. Metrics to measure effectiveness
i. New age challenges
3. Brand Audit
a. Brand equity
i. How brand building is carried out
ii. Marketing programs to build brand equity
iii. Identification of secondary brand associations
iv. Sources of brand equity
b. brand valuation
i. Identification of metrics to measure the brand
ii. Brands performance on the metrics
c. brand positioning
i. Use of primary and secondary research to evaluate brand positioning
d. Brand effectiveness
i. Financial performance
ii. Identification of Brand inconsistencies
e. Recommendations