Global Brand Management: Brand Elements and Audit - ASB-4530 Exam

This essay provides a comprehensive analysis of brand elements and brand audit processes within the context of global brand management. It begins by identifying and explaining key brand elements such as brand purpose, positioning, brand name, logo, theme line, shape, supporting graphics, a...Read More

BRAND EXAM

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................3
Q1.................................................................................................................................................3
Q5.................................................................................................................................................5
REFERENCES................................................................................................................................8

MAIN BODY
Q1
Brand is the represented by the different tangible elements which create and formulate a
visual auditory and olfactory brand identity which helps with the unconditioned and inherent
brand elements. The different types of brand elements have their own contribution to the
customer based brand equity. Following are the different types of brand elements,
Clear brand purpose and positioning :
The first part of establishing the brand's identity is considered to be the determination of
the purpose and positioning (Algharabat and et.al., 2020). The brands purpose is considered to be
very big reason for its existence and thus, it contributes heavily. It can be said that the product is
able to provide better option with the competitors. It helps in the definition of the strategy of the
brand which it makes through its name logo and design. This is how the brand purpose and
positioning contributes in customer based brand equity.
Brand Name :
It is the word, phrase or multiple set of words which are used for the identification of the
company, product, services or concept. It is considered to be related to the operations, products
or the core values of the brand (Ebrahim, 2020). The name of the brand provides the identity to
the brand on how the customers look at it. Thus, the name of the brand that the customers
associate provides the identity of the brand. Its identity is the awareness of the brand for the
customers, this is the reason how the brand name contributes to customers based brand equity.
Memorable Logo :
A logo is a visual trademark which is the identification of the brand through its design
elements. It is considered to be related to the operations, products or the core values of the brand.
The name of the brand provides the identity to the brand on how the customers look at it. Large
organization have logo through which they are identified by the customers. Thus, it can be said
that Brand Logo just like brand name also portrays the image of the brand on how the customers
look at it. Customers associate with the image of the logo that they have that is how logo
contributes to the customers based brand equity. The logo of the organization is considered to be
the main identity which the customers remember. The brand is able to grow with the help of its

logo being used very easily for different types of sponsorship that is very efficient way of
developing customers based brand equity.
Theme Line :
These are group of words or a phrase which gives out a message which acts as a tag-line
for the brand expressing the image of the organization in the eyes of the customers. For the
customers the image of the brand is very important. Through a theme-line the brands are
generally trying to gain the trust of the customers. Spreading such a message allows the
organization target marketing through the word of mouth. This is how this element of brand
contributes to the customers based brand equity.
Shape :
There are some brands which are known for a certain shape that are either due to how
their products look or are specific to the features of the brands for which it is known for. This
shape of the brand that is developed has been the result of the customers way of looking at the
brand (Lesmana, Widodo and Sunardi, 2020). Thus, it can be said that through this element of
brand the organization is already able to develop a brand image which is able to capture the
attention of the consumers and this is how the Shape element of brand contributes to the
customers brand based equity. The shape of this business is considered to be the key determinant
to the application of the organization brand image. This helps the brand a social image in the
eyes of the customers related to the promotional purpose. It is the key way through which the
brand is able to grow its image in the organization.
On Brand Supporting Graphics :
This element of brand is very similar to the logo, it is a logo with shape and better
technology. There are brands which use graphics for the representation of their brand. This
provides them opportunities to provide dynamic features to their brand logo. This element is
successful in the development of the brand as it creates brand image for the customers which
influences them and increases the customers brand based equity. Application of the business
practices for the organization helps the organization in the management of the brand positioning
and it is considered to be the key in the recognition of the brand in the eyes of the customers.
Through market research :
Market research is very important for the brand to understand the purpose and position. It
is helpful for the market and customers research to understand the cultural tension which helps in

describing the research to be very crucial aspect of the brand positioning, Through the proper
research the brands are able to successfully identify the key areas through which they can
promote themselves (Iglesias, Markovic and Rialp, 2019). Research helps the company in
understanding the emotional aspect of the brand positioning and helps in giving emphasis on the
human element of research that is essential for the emotional appeal to customers. Survey are
done through online methods or direct interaction with the customers which helps the brand
identity the key information which can be crucial for the brand development and being
implemented in the other elements for the effective brand positioning. These researches and
development are also very helpful for understanding the needs of which after sales services the
customers are looking for, it also helps in recognizing the premium factors which influences their
decision-making. These research are key towards the company understanding the factors that
drives the customers towards their brand and also helps in analysing the competitors action and
develop strategy for gaining competitive brand advantage. Thus, this is how this element is able
to develop customer based brand equity.
Q5
A brand audit is the checking and evaluation of the brands position in the market place, it
helps in understanding the strengths and weaknesses for the company. There are three areas of
the brand audit which are internal branding, external branding and customers experiences.
Following are the steps which are taken while conducting a brand audit,
Step 1 : What is to be measured ?
First and the key step to the brand auditing is two understand what is needed to be
measured. Thus, for a brand the first thing that is needed to be refereed is the marketing plan.
This provides the identification of the business, mission, vision, its selling proposition and
positioning (Arora and Kumar, 2018). It is also helpful in recognizing the target customers of the
brand so that the evaluation can be made accordingly.
Step 2 : External Marketing Materials
Reviewing the business logo, sales sheets, product packaging, brochures, letter head and
business cards, etc. are considered to be very important for the analysation of the external
marketing of the brand. Comparing them to their online presences and analysing how effective
they are to their target market is also important for brand audit.
Step 3 : Reviewing Business Website

Understanding the web traffic that the website is experiencing, analysing the source of
that web traffic. Developing the understanding of which target market is the website attracting.
Analysation of the bounce rate of the website which is the visitors that leave the side right away
without any interactions. At last recognizing the conversion rate of the website helps in
understanding the effectiveness of the website of the brand that helps in explaining.
Step 4 : Review your Social media data
Utilization of analytical tools for understanding the effectiveness of the performance of
the brand on social media is very important as in the current times social media is by far the most
impactful method of branding (Gómez, Rozo and Leytón, 2019). This is the platform which has
the most traffic and has the potential of increasing the brand's identity significantly. This kind of
audit can use social media poles and survey understand how effective the brand has been thought
the customer's feedback.
Step 5 : Survey your customers
It can be said as the combination of the customers focus groups, email survey, social
media polls, phone surveys and online surveys for the customers feedback through direct
interactions with question. This is a very effective method of understanding the performance of
the organization as it helps the business in the analysation of the organization performance.
Practising the surveys is very important for brand audit for understanding the key strategies of
the organization's performance. The application of the brands survey helps the brand audit to
understand the perspective of the customers which is key for the brand to understand the
effectiveness of the brand performance.
Step 6 : Surveying people which are non-customers :
The measurement of the brand awareness cannot be measured by the brand audit if it
audits the customers of the organization. It can be said that through the application of the
organizational performance of the business the organization is able to develop a key
understanding of the brand which helps the business to solve the brand issues which are helpful
for the organization to make in order to understand the needs for improvement in the brand
identity. The problem which the business has can be recognized with survey its non customers. It
can help the businesses to gather proper information which is required.
Step 7 Survey of employees

The performance of the brand can be better understood only with the help of its
employees (Okuku and et.al., 2020). Employee is the ones which are key towards the creation of
the customer experience. It can be said that through the understanding of the brand a proper
analysation of the organization practices can be made for developing a strategy which will help
in recognition of the brand effectiveness. This would help in describing the brands vision and
also help the brand solve the issues which the customer have.
Step 8 : Evaluating your competitors brands
Analysing your competitors help the business to gather the market information.
Analysation of the brand properties of the competitors of the business helps in understanding the
areas in which the organization is lacking its performance. It can be considered to be the
materials, marketing, advertising, website and also helping in the development of the customer
services, In the brand audit asking the customers which are the members of the target to be able
to provide key information about the competition which the brand has shown. The customers
choice of brand helps in developing a key understanding of the brand that they prefer.
Step 9 : Reviewing results
All the major steps which were taken as the part of the brand audit needs to be reviewed
together at the end for being able to successfully develop a proper understanding of the brands
performance. It can be said that creation of an action plan is very important for the business as it
help the brand in bringing a mission and vision that is considered to be the key tactics that is
helpful for the mission and vision of the organization and also provides the brand with
application of the organizational benefits.
Step 10 : Monitoring process
The application of brand audit for improving the process of branding the key way of
ensuring that the brand is able to grow is through effective monitoring of the performance. Each
element of the brand update can be considered to be the key toward ensuring the changes which
they have been able to implement in the nature for being stale over the time (Ghaleb and Kaplan,
2020). The repeatation of the brand audit in the upcoming few years will be able to analyse the
success of the brand which they have gained from the insights developed from this brand audit.

REFERENCES
Books and journals
Algharabat, R., and et.al., 2020. Investigating the antecedents of customer brand engagement and
consumer-based brand equity in social media. Journal of Retailing and Consumer
Services. 53. p.101767.
Arora, M. and Kumar, A., 2018. Consumer awareness towards brand equity. Asian Journal of
Management. 9(1). pp.41-53.
Ebrahim, R.S., 2020. The role of trust in understanding the impact of social media marketing on
brand equity and brand loyalty. Journal of Relationship Marketing. 19(4). pp.287-308.
Ghaleb, M. and Kaplan, B., 2020. Branding and Yemeni Organizations’ Willingness to Pay a
Price Premium for Audit Services. Istanbul Management Journal. (88). pp.127-143.
Gómez, Y.C., Rozo, J.P. and Leytón, C.M., 2019. Marketing audit model oriented to the
traceability of the objectives and strategies. Aglala. 10(1). pp.1-22.
Iglesias, O., Markovic, S. and Rialp, J., 2019. How does sensory brand experience influence
brand equity? Considering the roles of customer satisfaction, customer affective
commitment, and employee empathy. Journal of Business Research. 96. pp.343-354.
Lesmana, R., Widodo, A.S. and Sunardi, N., 2020. The Formation of Customer Loyalty From
Brand Awareness and Perceived Quality through Brand Equity of Xiaomi Smartphone
Users in South Tangerang. Jurnal Pemasaran Kompetitif. 4(1). pp.1-12.
Okuku, E.O., and et.al., 2020. Marine macro-litter composition and distribution along the
Kenyan Coast: The first-ever documented study. Marine Pollution Bulletin. 159.
p.111497.