Brand Diagnostic

 

HF 762: Hospitality Marketing and Branding
Section A2 | Fall 2020

Don't use plagiarized sources. Get Your Custom Essay on
Brand Diagnostic
Just from $13/Page
Order Essay

 

                               Brand Diagnostic                 

(40% of overall class grade)

 

 

  • The objective of this assignment is to have you apply the branding content that we will learn during the semester to an actual brand.

 

  • You will be required conduct a brand diagnostic on a brand of your choosing within any aspect of the hospitality industry (hotel, restaurant, airline, travel agency, theme park, museum, etc.). Please submit the brand you would like to assess for my approval by emailing me (jdkatz@bu.edu) and, in just a few sentences, state why you selected the brand. Please do this before the start of class on Thursday, September 17, 2020.
    • A brand diagnostic is a brand audit; however, beyond simply examining the brand’s “status quo” via-a-vis competitors, I would like you to provide forward-looking recommendations and advice to the brand manager for that brand.
    • Approach the assignment like you would if you were an external branding consultant hired by the company to help them shape the future of the brand.

 

  • The brand diagnostic will comprise two phases: the audit and recommendations. This list of guidelines for each phase below is not exhaustive but will guide you to think about what you will want to include.

 

  • You don’t have to structure the assignment as per the guidelines; again,
    they are meant to have you think about the content of your diagnostic.

 

 

 

 

PHASE 1: THE BRAND AUDIT

 

Defining the Brand

 

  • Brand purpose/mission/vision
  • Brand equity analysis using Keller’s Brand Resonance Pyramid

 

  • Rational drivers of equity
  • Emotional drivers of equity
  • What needs does the brand satisfy for customers?
  • Brand definition: personality, character, voice

 

  • Brand archetypes
  • Brand positioning: what differentiates the brand along key rational and emotional attributes (think perceptual map)

 

  • Competitive points of parity
  • Competitive points of difference
  • Brand architecture analysis

 

  • Where does the brand fit into the company’s overall brand architecture?How does it relate to other brands in the same product category?

 

  • What role does the brand play in endowing the corporate brand with equity? What brand equity elements does it derive from the corporate brand? (flows of brand equity)

 

Understanding the Customer

 

  • External environment analysis
    • Analyzing the industry and how it is changing
    • Wider, macro-level societal, cultural, economic analysis
    • Implications of COVID-19 for the brand. How has the brand responded and how does it need go going forward?
  • Brand evolution: Has the brand evolved over the years, or has it remained largely static? Has the evolution been consistent with customer needs?
  • Target customer
    • Profiling: Who is the customer?
    • Evolution: How have the needs of the customer evolved,
      vis-à-vis the product category? (Hint: looking for external research reports may help)

 

Mapping Touchpoints

 

  • Brand element analysis
    • Logo, colors, design, etc.
    • How do the brand’s elements compare to those of competitors? What do they convey? What equity do they impart to the brand?
  • Brand experience touchpoint mapping: what about the experience makes the brand unique? Which experiences are “ownable” by the brand?
    • Offline/In-person
    • Online
      • Brand-controlled
      • Customer-generated
        • Social media listening
        • Other sources
      • Brand Storytelling
        • What is the brand story? How does the brand rate on telling compelling stories via its various touchpoints?
        • What are the key content areas that the brand taps into? What content areas could it tap into?
        • How does the brand fare on being “authentic”?
          What imparts authenticity to the brand?

 

 

Note:               Competitive Assessment—In addition to auditing the focal brand, identity a list of competitive brands that you can benchmark it against.

You don’t have to focus your analysis/audit on the competitor brands, but these may be useful in discussing points of similarity/difference and giving your audit better context and texture.

 

 

PHASE 2: FORWARD-LOOKING RECOMMENDATIONS

 

  • What are your recommendations for the brand based on the findings from Phase 1: The Brand Audit?
  • Your recommendations could pertain to any of the points from the brand audit: purpose, personality, positioning, storytelling, etc.
  • Please be as specific as possible in your recommendations:
  • Your client—the brand manager—should be able to identify, understand, and enact your recommendations.

 

 

 

SUBMISSION GUIDELINES

 

  • Please upload your assignment as a PDF on Blackboard by end of day
    (11.59 pm) on Thursday, December10, 2020.

 

  • Formatting Guidelines:
    • Word count: maximum of 20-25 pages of content
      (Word document/PPT/Adobe Spark Page).
    • Please use relevant images, hyperlinks, embedded videos etc.,
      to demonstrate the key aspects of the brand audit.

 

  • You will lose points for:
    • Not uploading the assignment as PDF.
    • Missing the stated deadline.
    • Not following any other instructions provided in the assignment.

The Homework College
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Work with Us

Top Quality and Well-Researched Papers

We ensure that our writers and editors work within the work guidelines and follow all paper instructions to the letter. When placing an order, you choose the academic field and expert level (high school, college, university, or professional). Our team then assigns your paper to a writer with a respective qualification or degree to ensure that you receive quality work.

Professional and Experienced Academic Writers

We employ professional writers with more than two years of experience in academic and business writing. Most of our writers and editors are native English speakers to ensure quality and professional work. We are confident that our team of professional writers can handle all types of business and academic writing work.

Free Unlimited Revisions

We provide a free revision service for all orders. If you feel that our writers missed something, you can request a revision of your paper at no additional cost. When we deliver your work, you have seven days to go through it and request a revision or modification if you are not satisfied. You can also contact our support team directly for any clarifications and queries on revision.

Prompt Delivery and 100% Money-Back-Guarantee

We ensure that all papers are delivered on time. In case we need more time to master your paper requirements and deliver quality work, we may contact you and discuss a deadline extension. If a deadline extension is not feasible, depending on the work and submission deadlines, we guarantee a 100% refund.

Original & Confidential

To ensure that we deliver plagiarism-free work, we use various writing and plagiarism checking tools. Our professional editors' team carefully goes through all work and references used in papers to ensure proper referencing and that original work has been done. We also guarantee confidentiality in all the services that we provide.

24/7 Customer Support

Our support team is available round the clock for any customer queries and communication. We guarantee 24/7 customer support and assistance. Feel free to contact us at any time of day for questions and follow-ups.

Try it now!

Calculate the price of your order

Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

You do not have to spend sleepless nights worrying about your paper. We got you covered. We offer all kinds of writing services.

Essays

Essay Writing Service

Regardless of the type of academic paper you need and its urgency, we have writers on call ready to work on your paper. Feel free to choose the field, educational level, and type of paper you want, and we will deliver it at an affordable price. We are here for all your academic and business paper needs. With our round the clock service, we guarantee that you will receive your work on time.

Admissions

Admission Essays & Business Writing Help

Admission essays are written by students wishing to join a college, graduate school or university, as applications for enrollment. We guarantee quality admission essays and business papers with our professional writing and customer care support services.

Reviews

Editing Support

We have experienced academic writers and editors who are on standby to make all the necessary changed to your paper at your request. We ensure that your paper is polished and appropriately formatted (APA, Harvard, Chicago/Turabian, MLA formats) before it is delivered.

Reviews

Revision Support

We provide revision support, where you can request a revision of a delivered paper if you feel that it can be improved or repolished. Your paper is checked by an experienced writer or editor for revamping and improvement upon a revision request. Revision service is free, and you can use it as many times as you wish until you are satisfied with your paper.