BA 171 Guide/Outline for Brand Management Paper

PART A
I. Company Background
A.History (evolution)
o When founded? Who founded?
o Business/agency name
o Organizational form/structure (private (single
proprietorship, partnership, corporation), government
(local government unit, national government agency,
government owned and controlled corporation), nongovernment organization,
o if private, any change in ownership?
o Changes in the Product line/mix
o Changes in the organizational structure and form
o Changes in the management
o Other milestones
B.Current Status
1. Vision/Mission/Objectives/Mandate
2. Organization and Management
a) Organization structure
b) Management team
c) Awards and recognitions
3. Marketing
3.1 Overall
a. Product line and mix
a. Brand Architecture
b. Brand Portfolio
c. Brand Hierarchy
3.1 Product Specific (ProductFocus)
a) Target market
b) Brand Positioning
c) Marketing Strategy
d) Marketing Mix (7 Ps) describe in details (with
illustrations & pictures
o Product
o Price
o Place
o Promotion
o Process
o Physical evidence
o People
e) Marketing Budget
II.

Internal Analysis: Brand Analysis

1. Brand Report Card (See Appendix A)
2. Brand Resonance Pyramid (see p 320 of K. Keller,
Strategic Brand Management)

III.

External Analysis

A. Developments in the macro environment (PESTLE) that

impact on the brand
B. Competitive Analysis
Points-of-Parity
Points-of-Difference
C. Channel Analysis
D. Pressures from General Public and other stakeholders

PART B
1. Protagonist/Decision Maker
o Describe (name, age, position, nature of work,
educational attainment, relevant work experiences,
length of service with organization, trainings,
innovations introduced with the organization,
reputation among peers, etc.)
o Describe the typical day of the protogonist
2. Decision Situation
o Describe the brand problem that the protagonist is
faced with
o Discuss the importance decision situation. What would
happen if the problem is not resolved immediately?
What are the negative repercussions?
o Explain the urgency of resolving brand problem?

PART C (see p 320 of K. Keller, Strategic Brand Management)

I. Strategic Recommendations to build brand equity
II. Tactical Recommendations to build brand equity

Appendix A
THE BRAND REPORT CARD
The Brand Report Card can reveal how well a brand is being
managed. The brand is rated on a scale of 1 to 10 (1 = extremely
poor; 10 = extremely good) for each of the characteristics below:
1. Managers understand what the brand means to consumers.
Have they created detailed, research-driven mental maps of
their target customers?
Have they attempted to define a brand mantra?
Have they outlined customer-driven boundaries for brand
extensions and guidelines for marketing programs?
2. The brand is properly positioned.
Have they established category, competitive, and
correlational points-of-parity?
Have they established desirable, deliverable, and
differentiated points-of-difference?
3. Customers receive superior delivery of the benefits they
value most.
Have they attempted to uncover unmet consumer needs and
wants?
Do they relentlessly focus on maximizing their customers
product and service experiences?
4. The brand takes advantage of the full repertoire of
branding and marketing activities available to build brand
equity.
Have they strategically chosen and designed their brand
name, logo, symbol, slogan packaging, signage, and other
brand elements to build brand awareness and image?
Have they implemented integrated push and pull strategies
that target intermediaries and end customers, respectively?

5. Marketing and communications efforts are seamlessly

integrated (or as close to it as humanly possible). The brand
communicates with one voice.
Have they considered all the alternative ways to create brand
awareness and link brand associations?
Have they ensured that common meaning is contained
throughout their marketing communication program?
Have they capitalized on the unique capabilities of each
communication option?
Have they been careful to preserve important brand values in
their communications over time?
6. The brands pricing strategy is based on consumer
perceptions of value.
Have they estimated the added value perceived by
customers?
Have they optimized price, cost, and quality to meet or
exceed consumer expectations?
7. The brand uses appropriate imagery to support its
personality.
Have they established credibility by ensuring that the brand
and the people behind it are seen as expert, trustworthy, and
likable?
Have they established appropriate user and usage imagery?
Have they you crafted the right brand personality?
8. The brand is innovative and relevant.
Have they invested in product and marketing improvements
that provide improved benefits and better solutions for their
customers?
Have they stayed up-to-date and in touch with your
customers?
9. For a multiproduct, multibrand company, the brand
architecture is strategically sound.
For the brand hierarchy, are associations at the highest levels
relevant to as many products as possible at the next lower
levels, and are brands well differentiated at any one level?
For the brand portfolio, do the brands maximize market
coverage while minimizing their overlap at the same time?
10. The company/organization/agency has in place a system
to monitor brand equity and performance.
Have they created a brand charter that defines the meaning
and equity of the brand and how it should be treated?
Do they conduct periodic brand audits to assess the health of
your brands and to set strategic direction?
Do they conduct routine tracking studies to evaluate current
marketing performance?

Do they regularly distribute brand equity reports that

summarize all brand-relevant research and information to
assist marketing decision making?
Have they assigned people within the organization the
responsibility of monitoring and preserving brand equity?

Source: Kevin Lane Keller, Strategic Brand Management (4th

edition)