The Structure of the report should include
1. Introduction
• Background to the brand
2. Main Body
a) Analysis
• Kapferer Brand Identity Prism Model for your chosen brand
• Brand Portfolio Audit analysis using frameworks and models
o Portfolio objectives
o Portfolio roles
o Brand scope
• What is the scope of the brand and the strategy that the firm appears to be using to manage the portfolio?
o Portfolio structure
o Graphics and architecture
• Analysis of the brand architecture structure the firm is using to manage its brands and the drivers behind it.
• Review of audiences and segments
• Review of external factors such as competitive activity, market forces and factors which are impacting on this and could do in the future
• Review of how the brands/sub-brands are segmented such as by socio-economic demographics, price points or channel and why they may be following this strategy, for example to better meet demands of segmented markets or protect parent brands.
• If there are any divergences from the principal strategy, why this is likely to have occurred.
• How they have dealt with brand stretch and brand extensions (if appropriate)
• How they have dealt with mergers and acquisitions (if appropriate)
• What are the potential pressures/causes of tension/issues in the brand portfolio?b) Proposed brand strategy .
• Issues and opportunities identified
• Recommended solution
• Rationale and supporting arguments
• Methods of evaluation and measurement3. Conclusions
• Summarise findings and discuss limitations, if any>Analysis of that firm (including its Portfolio Strategy, its segmentation approach, the drivers and reasons behind its core branding strategy and the architecture strategy) and undertake a more in-depth analysis. This will include a detailed review of its brand strategy, and develop recommendations based on the analysis and issues identified, for the future of the brand portfolio. This will involve a brand portfolio audit, identifying the scope of the brand and the strategy that the firm appears to be using to manage the portfolio.In addition, this should include an analysis of the brand architecture structure the firm is using to manage its brands and why.What implications emerge for the existing portfolio strategy? Do any brand portfolio strategy issues, problems or opportunities emerge?You will then focus on the issues, problems or opportunities identified, and develop them further into a plan for the brand. This will include segmentation, brand portfolio and brand architecture and any possible extensions or deletions/consolidations.
