Sample Table of Contents for the Marketing Brand Audit Project

Sample Table of Contents for the MKTG Brand Audit Project Reports

1. Executive Summary

2. Description of the Company and its Brands

3. Strategic Focus and Plan

The mission/vision and core competencies of the company

4. Situation Analysis (Factors affecting both your company as a whole and at the new product/brand level)

a. Market Description

b. Product Review

c. Competitive Review

d. SWOT analysis

5. Positioning of the Brand

Target Market

Nature of Competition

POP and POD

Core Brand Values and Brand Mantra

Perceptual Map (Planned)

6. Brand Elements

Brand Name

Logos and Symbols

Characters

Slogans

URL

Jingles

Packaging

7. Marketing Programs

Product Strategy

Pricing Strategy

Channel Strategy

Communication Strategy and IMC

8. Leveraging Secondary Brand Knowledge

Company

Country of Origin and Other Geographic Areas

Channels of Distribution

Co-branding

Licensing

Celebrity Endorsement

Sporting, Cultural or Other Events

Third-party Sources

9. Measuring the Brand Equity

Brand Exploratory

Qualitative and Quantitative Research

10. Brand Product Matrix and Brand Hierarchy

11. Category and/or Line Extensions

12. Future Recommendations

Reinforcing Brands

Adjustment to the Brand Portfolio

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