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Brand Management Mum

In: Business and Management

Submitted By Piash19
Words 2136
Pages 9
MUM Drinking Water

1

Group Members (MKT 465.Section-10)

Name

ID

Farjana Akter Pinki

1210749030

Nowrin Binta Ali

1310137030

Abdul kuddus Ratan

1230100030

Sumayea Mahjabin Sivana

1310055630

A.K.M.Mustansir Billah Fuad

1211236030

Prepared For
Israt Jahan Linda (IJL)
LECTURER
NORTH SOUTH UNIVERSITY
DATE: 4th December, 2015

2

Serial No

Content

01

Introduction, Brand audit objectives, scope, and approach

02

Background about the brand (self-analysis)

03

Background about the industry

04

Consumer analysis

05

Brand inventory

06

Elements, current marketing programs

07

POPs, PODs

08

Branding strategies

09

Brand portfolio analysis

10

Competitors’ brand inventory

11

SWOT analysis

12

Brand exploratory

13

Brand associations, Mental Map

14

Brand positioning analysis

15

Consumer perceptions analysis (vs. competition

16

The Customer-based Brand Equity Pyramid (CBBE)

17

Summary of competitor analysis

18

Brand equity evaluation

19

Strategic brand management recommendations and

20

conclusion

3

A brand audit is a thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of the brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments. A brand audit is effectively a health check of the brand to identify and address problems areas with a net result of helping the brand turn things around and grow its bottom line. Brands are like living entities with life cycles. PBL launched its drinking water MUM in the year
2001. This product instantly became the market leader in the water market, and still holds the highest market share till date. MUM has now...

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