choose a brand to evaluate and suggest a new campaign for the marketing advertising

PART 1 –
  • Brand Audit– Background research on the brand (1.history; 2.position/function; 3. competitors offering similar services; 4.target consumer).
  • Business economic conditions (long-term health for your brand, SWOT and/or PESTLE is necessary). 
  • Brand Identity qualities and its emotional resonance & perceived image. 
  • Customer Impression of the brand
  • Current advertising campaign/strategy– provide pictures/figures (this should include some consideration of the relationship with other forms of communication. )
  • Brand Map (show similar competitors)
  •  NB:  must support the reflections & analysis with appropriate theory.  

PART 2 – (SHORT EXPLANATION, 50-100 words at each point)
  • Create a new campaign (big idea) – what is the message want to convey to the target audience)  (mock up design is welcome!)
  • Reasons to advertise
  • Why the audience would believe this (support)
  • What do we want the audience to feel/do with the new campaign (audience responds)
  • Channels to advertise for the target audience
  • How do we know if the idea has worked
  • Mandatories
PART 3-
  • Media & Budget plan (a budget table for the advertising channels suggested above) 
**Please don’t choose Coca-Cola**
Brand suggestions : Airbnb, Uber, H&M, L’Oreal, Heineken/Carlsberg, KFC, Instinct/Stella&Chewy’s/Ziwi/Go! (Pet food brands)
— a brand that have room to improve is better!

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