Instructions update:
- Write from the perspective that you are a consultant to the company
- Include an executive summary, conclusion, and recommendations
- One recommendation should be the Digital Asset Management software you suggest
- REMEMBER – do not choose a large or famous company. You are helping someone small.
There is no template for the PPT.
I am attaching both instructions PPT and a reference work
-
BrandAudit-ProjectInstructions-2024-Spring.pptx
-
snapchat-brand-standards.pdf
Page 0
Brand Audit
(Name of your company here)
Student Name
MKT552 – Brand Management and Marketing
Spring 2024
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Page 1
Project Introduction
Hands-on activity to apply brand management knowledge and build upon other marketing concepts
This is an individual project
Some time for work will be available in class but most done outside of class
Project to begin after Midterm Exams
Project paper due before class in Week 14/15
Student presentations given in Weeks 13/14/15
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Page 2
Project Introduction – Choose a Company
Choose a small company in which you have existing contacts (family or friends work there) or a small local company you like to visit. No big chain stores or famous brands.
You should be able to ask brand-related questions to your family, friends, or classmates about your chosen company
Company could also be a restaurant, coffee shop, kiosk, etc.
Company should be big enough to have existing brand elements and a website.
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Page 3
Project Introduction – Perform Brand Audit
As outlined in Chapter 9, perform a Brand Audit for your chosen company
No specific template but you may choose from any of these styles
https://www.score.org/resource/article/how-do-a-brand-audit
https://www.wallstreetmojo.com/brand-audit/
Or other Brand Audit style
You will write a paper based on your chosen template. Put template information in your Bibliography (use APA Style Format)
Paper should be 10 – 15 pages. Include cover page, bibliography
Be sure to include a Mental Map and Brand Concept Map from Ch. 9
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Brand Audit
a brand audit is a more externally, consumer-focused exercise to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity
From the perspective of the firm, what products and services are currently being offered to consumers, and how are they being marketed and branded?
From the perspective of the consumer, what deeply held perceptions and beliefs create the true meaning of brands and products?
Page 4
Brand Audit (2)
Brand audits are particularly useful background for managers as they set up their marketing plans and can have profound implications on brands’ strategic direction and resulting performance.
Page 5
Brand Inventory
The purpose of the brand inventory is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded. Profiling each product or service requires marketers to catalogue the following in both visual and written form for each product or service sold: the names, logos, symbols, characters, packaging, slogans, or other trademarks used; the inherent product attributes or characteristics of the brand; the pricing, communications, and distribution policies; and any other relevant marketing activity related to the brand.
Page 6
Brand Inventory – Red Hat
Often firms set up a “war room” where all the various marketing activities and programs can be displayed or accessed.
Page 7
Useful Insight from Digital Inventory
Outdated brand accounts that have fallen into disuse, and perhaps need to be closed or updated;
Overlapping brand assets which can be merged or deleted, to ensure a more streamlined set of assets;
Existing brand accounts with information that is either inaccurate or not up-to-date. For example, brand logos may feature outdated colors or design, which may need to be updated;
Particular digital and social media channels where the brand does not have a presence—this could be a starting point for reworking the strategy going forward.
Page 8
Qualitative Research
Try Free Association technique with your friend / relative (see Ch 10)
Page 9
Brand Personality
Consider the “Big 5” factors of Brand Personality
See Figure 10.4 in PPTs
Don’t use all. Pick one. Maybe two at most.
Page 10
Perceptual Map
Create a simple perceptual map similar to that in Figure 10.8
Use headers and competitors relevant to your company
Page 11
Page 12
Project Deliverables
Deliverable Final Schedule
The project is BOTH 1) a written report based on your brand audit template and 2) a summary PPT.
Final version of Paper and PPT due in Week 14/15
Length of Paper 10 – 15 pages
Students will give a 4-5 minute oral presentation summarizing their Project in Weeks 14/15
Describe company
Branding Elements
Summary / Results of Brand Audit
Recommendations to improve Brand Equity
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The Final Report is due at the end of Week 13 so that the instructor will have time to grade your papers and provide feedback.
Appendix: Instructor Expectations
Throughout the project professionally demonstrate:
Quantitative reasoning / calculation skills
Advanced Critical Thinking
Specialized Knowledge of Operations Management
Page 13
Page 14
Project Sub-Deliverables Specialized Knowledge – Details
Factual / Data: As a brand management professional, accurately use data, facts, theories, and techniques within their contextual constraints and apply them to the Brand Audit.
Specialized Knowledge: In your proposal, highlight how you appropriately selected and applied a variety of strategies, concepts, and rules in a comprehensive and thorough way.
Practical: When dealing with the most complex challenges explain what advanced and less commonly used techniques, methodologies or best practices you as a professional used to overcome the difficult challenges. Also explain any contextual constraints.
Innovation: In brand management it is valuable to navigate to insightful solutions and address multiple contextual constraints with: architecture and design elements being complete, innovative, and elegant without undue complexity or bulk. Solutions should possess an awareness of the latest innovations in brand auditing.
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Project Sub-Deliverables Specialized Knowledge – Quality Levels
| Mastery @ Program Level | Develop 3 | Develop 2 | Introductory 1 | |
| Factual / Data | Accurately recalls facts, rules, practices, techniques, methodologies, theory and their contextual constraints. Correctly expresses when general theory is more applicable than rules. Correctly expresses context and limits applicability. | Accurately recalls facts, rules, practices, theory and their contextual constraints across a variety of functional and sub-functional areas. Correctly, expresses context and limits of applicability. | Able to accurately recall commonly used facts, rules and practices. | Incompletely recalls common area facts, rules and practices without external prompting. |
| Mid-level Specialized Knowledge | Holistically applies specialized functional area knowledge, concepts and rules to solve complex functional area related challenges. | Proficiently applies specialized functional area knowledge and rules to address more difficult situations. | Ability to independently apply functional area knowledge and rules to routine problems. | Lack familiarity with and dexterity in the use of basic rules within the specialized functional area / field. |
| Practical / Practices | Proficiently applies advanced and less commonly used functional area techniques, methodologies and best practices to the most complex challenges. | Proficiently applies functional area techniques, methodologies and best practices across a variety of more difficult challenges. | Ability to solve basic problems. Correctly applies common functional area techniques, methodologies and best practices to routine challenges. | Has difficulty solving problems. Frequently makes errors applying functional area techniques, methodologies and best practices. |
| Navigation of Innovation | Able to navigate to insightful solutions, addressing multiple contextual constraints: architecture and design elements are complete, innovative, and elegant without undue complexity or bulk. Possesses an awareness of innovations in the specialized field. | Able to navigate to insightful solutions, addressing multiple contextual constraints: architecture and design elements are complete and innovative. However, solution details may lack elegance and / or design elements may be dated. | Able to discover alternative approaches to routine challenges that arise within the specialized field. | Within the specialty field, is unable to navigate through situations that have not been encountered before. |
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Page 16
Project Sub-Deliverables Critical Thinking- Details
Explanation of Issues: Be sure to explain the issues to be considered by your Brand Audit. The issues / problems are to be considered critically, stated clearly, described comprehensively, and to include all relevant information necessary for a full understanding.
Evidence: Select, use, interpret, and evaluate information from a variety of sources to develop a comprehensive analysis or synthesis to conduct your Brand Audit.
Influence of Context and Assumptions: All Brand Audits have assumption limits and influencing contextual factors. Please analyze and highlight them when presenting your position and recommendations.
Position: As a paid brand management professional, state your position and take into account the complexities of the issue, and viewpoints of positions taken by others.
Conclusions and Related Outcomes: In your final section, ensure that the conclusions and related outcomes (including consequences) are logical and reflect your professional informed evaluation. Please list the evidence and perspectives covered in order of their priority.
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Page 17
Project Sub-Deliverables Critical Thinking- Quality Levels
| Mastery @ Program Level | Develop 3 | Develop 2 | Introductory 1 | |
| Explanation of issues | Issue / problem to be considered critically is stated clearly and described comprehensively, delivering all relevant information necessary for full understanding. | Issue / problem to be considered critically is stated, described, and clarified so that understanding is not seriously impeded by omissions. | Issue / problem to be considered critically is stated but description leaves some terms undefined, ambiguities unexplored, boundaries undetermined, and / or backgrounds unknown. | Issue / problem to be considered critically is stated without clarification or description. |
| Evidence Selecting and using information to investigate a point of view or conclusion | Information is taken from source(s) with enough interpretation / evaluation to develop a comprehensive analysis or syntheses. Viewpoints of experts are questioned thoroughly. | Information is taken from source(s) with enough interpretation / evaluation to develop a coherent analysis or synthesis. Viewpoints or experts are subject to questioning. | Information is taken from sources(s) with some interpretation / evaluation, but not enough to develop a coherent analysis or synthesis. Viewpoints of experts are taken as mostly fact, with little questioning. | Information is taken from sources(s) without any interpretation / evaluation. Viewpoints of experts are taken as fact, without question. |
| Influence of context and assumptions | Thoroughly (systematically and methodically) analyzes own and others' assumptions and carefully evaluates the relevance of contexts when presenting a position. | Identifies own and others' assumptions and several relevant contexts when presenting a position. | Questions some assumptions. Identifies several relevant contexts when presenting a position. May be more aware of others' assumptions than one's own (or vice versa). | Shows an emerging awareness or present assumptions (sometimes labels assertions as assumptions). Begins to identify some contexts when presenting a position. |
| Student's position (perspective, theses / hypothesis) | Specific position (perspective, theses / hypothesis) is imaginative, taking into account the complexities of an issue. Limits of position (perspective, thesis / hypothesis) are acknowledged. Others' points of view are synthesized within position (perspective, theses / hypothesis). | Specific position (perspective, thesis / hypothesis) takes into account the complexities of an issue. Others' points of view are acknowledged within position (perspective, thesis / hypothesis). | Specific position (perspective, thesis / hypothesis) acknowledges different sides of an issue. | Specific position (perspective, thesis / hypothesis) is stated, but is simplistic and obvious. |
| Conclusions and related outcomes (implications and consequences) | Conclusions and related outcomes (consequences and implications) are logical and reflect student's informed evaluation and ability to place evidence and perspectives discussed in priority order. | Conclusion is logically tied to range of information, including opposing viewpoints; related outcomes (consequences and implications) are identified clearly. | Conclusion is logically tied to information (because information is chosen to fit the desired conclusion); some related outcomes (consequences and implications) are identified clearly. | Conclusion is inconsistently tied to some of the information discussed; related outcomes (consequences and implications) are oversimplified. |
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,
Brand Elements Quick Guide March 2020
S N A P C H AT
We’ve developed this quick guide to outline the do’s and don’ts of using Snapchat’s brand elements – including word and design marks, creative tools, and design elements associated with Snapchat. If you’d like to use our brand elements in a way not covered by these guidelines, please fill out this request form.
If you would like to use Bitmoji brand elements, please see the Bitmoji Brand Guidelines.
Thanks for spreading the love about Snapchat! 🙂
B R A N D E L E M E N T S Q U I C K G U I D E
Section 1: Rules of Thumb
Section 2: Ghost Logo
• Ghost Logo
• Clearspace
• App Icon
• Snapcodes
Section 3: Color
• Color Palette
Section 4: Typography
• Graphik
Section 5: Naming Products & Services
• Do’s and Don’ts
Section 6: Asset Links
• Ghost Logo and App Icon
Hi there!
S N A P C H AT
Please only use the brand elements found in these guidelines. Do not use any Snapchat brand elements taken from third party sources.
Please don’t:
• Use the brand elements in a way that suggests or implies a partnership, sponsorship, or endorsement by Snap Inc.
• Incorporate Snapchat’s brand elements, or anything confusingly similar, into your own trademark, logo, product or service name, domain name, or username
• Alter any part of the Snapchat brand elements
• Modify the word “Snapchat” in any way
• Monetize Snapchat’s brand elements, such as selling Snapchat-themed merchandise
• Copy the Snapchat look and feel, including imitation of the Snapchat user interface or app store profile
• Feature Snapchat’s brand elements in connection with pornography, illegal activity, or other material that violates our Terms of Service or Community Guidelines
Rules of Thumb
B R A N D E L E M E N T S Q U I C K G U I D E
S N A P C H AT
If you’d like to use the Ghost Logo, please follow these guidelines.
Do:
• Only show the Logo in black and white
• Follow the clear space guidance on the next page
Don’t:
• Alter, rotate, or modify the Logo
• Obstruct the Logo
• Surround the Logo with other characters or creatures
• Use the Ghost Logo to refer to any product or service other than Snapchat
Note that the Ghost Logo should not represent Snap Inc. or Spectacles
Ghost Logo
B R A N D E L E M E N T S Q U I C K G U I D E
3x
S N A P C H AT
When you’re using the Ghost Logo with other graphical elements, make sure you give it some room to breathe. The empty space on each side of the Ghost Logo should be at least 100% of the height/width of the Ghost Logo.
Do:
• Display the Ghost Logo side-by-side with other logos. If you include the Ghost Logo next to other logos, please display it in the same size as other logos
Don’t:
• Display the Ghost Logo larger than your own marks or branding
Clear Space
1x
3x
B R A N D E L E M E N T S Q U I C K G U I D E
S N A P C H AT
Unless you’re showing the Snapchat app icon on a mobile phone or in the context of mobile apps, please use the Ghost Logo.
App Icon
B R A N D E L E M E N T S Q U I C K G U I D E
S N A P C H AT
Snapcode emblems make it easy for Snapchatters to add you as a friend, follow your Story, and share links. Feel free to publicize your Snapcode(s) on the web, social media, product packaging, and print, but make sure to test the Snapcode before doing so.
Please review the Snapcode Usage Guidelines for more information about the do’s and don’ts of using your Snapcode.
Snapcode
B R A N D E L E M E N T S Q U I C K G U I D E
S N A P C H AT
Color PMS
Snap Yellow #SNA001
HEX
#FFFC00
RGB
255 252 0
CMYK
0 0 95 0
PMS
Black
HEX
#000000
RGB
0 0 0
CMYK (Rich)
60 40 40 100
PMS
White
HEX
#FFFFFF
RGB
255 255 255
CMYK
60 40 40 100
We love yellow. It is one of our most important brand elements. Say hello to Snap yellow.
B R A N D E L E M E N T S Q U I C K G U I D E
S N A P C H AT
Typography
We use the Graphik font family. It’s welcoming while remaining structural and easy to set.
Dancing hotdogs Landmarker Oddly Satisfying Rainbow vomit Time machine Flower crown Chipmunk voices Real friends
Super
Black
Bold
Semibold
Medium
Regular
Light
Extralight
Primary weights
B R A N D E L E M E N T S Q U I C K G U I D E
S N A P C H AT
Branding Related Products & Services
If you offer an app, website, service, or product that is compatible with or related to Snapchat, please follow these guidelines:
Do:
• Name your app, website, service, or product something that is unique and original to you
• Design your own original logo or app icon to represent your brand
• Comply with the Snap Kit Developer Terms of Service if your app or service is integrated with Snap Kit
Don’t:
• Use any of the Snapchat brand elements as part of your brand identity, such as in your app, product, business, or domain name, or in your app icon, logo, or product design
• Describe your app or product as “for Snapchat” when it is not integrated with the Snapchat platform or specifically designed to compliment just the Snapchat app
• Use a name or other branding that is confusingly similar to, or unnecessarily references, any Snapchat brand element
“Lenses” in app name
“Snap” in app name, unnecessary references to
Ghost Logo and Lenses, yellow background
“Snap” in domain name for service that works
with Snapchat
B R A N D E L E M E N T S Q U I C K G U I D E
LensesAR
S N A P C H AT
Asset Links
Ghost Logo
Click here to access the Ghost Logo assets.
App Icon
Click here to access the App Icon asset.
B R A N D E L E M E N T S Q U I C K G U I D E
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