13 Jul Understanding the role of the brand as a key strategic asset is a c
Understanding the role of the brand as a key strategic asset is a critical challenge facing all firms today. As markets become more competitive, as price pressures continue to rise, as customers (at all levels) become more savvy about their purchase decisions, the brand can play an important role in the success of new products and the continued success of mature product lines. The Brand Report Card exercise is designed to give you the opportunity to evaluate your firm’s brand (or a brand of your choosing) by breaking down individual attributes and analyzing performance in these areas. In doing so, you will be able to isolate a brand’s distinctive characteristics and decide which areas are the most crucial for improving brand performance. The Brand Report Card exercise should take about 20 minutes to complete. After tabulating the results, prepare a brief report (maximum two pages plus the Brand Report Priorities page, 1.5 spacing, 12-point font, one-inch margins) to address the following questions: What is the brand’s biggest vulnerability? If your key competitor had access to this analysis, what opportunities would they see? What appears to be the brand’s biggest strength? Does this present new opportunities? What are three possible action steps that can be taken to strengthen the brand?
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