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Brand Audit Presentation
  • From Business, General Business
  • Due on 09 Sep, 2016 12:00:00
  • Asked On 06 Sep, 2016 07:08:51
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Company APPLE

Refer back to the brand chosen for the Week 1 assignment.

Conduct a brand audit for the brand using the Rolex Brand Audit as a guide 

Create a 10- to 15-slide PowerPoint® presentation to deliver your brand audit.

Include the following:

  • Background
  • Brand Inventory
  • Brand Exploratory
  • Strategic Recommendations
  • Tactical Recommendations

Include speaker notes on every slide, as well as, an introduction and conclusion slide, subject headers, a minimum of 2 different citations, and a references slide.

Cite all sources according to APA formatting guidelines.

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Brand Audit Presentation
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  • Submitted On 06 Sep, 2016 07:53:38
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Brand Audit P...
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Brand Audit Presentation
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  • Submitted On 08 Sep, 2016 08:04:45
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Zara Brand Audit 1. STYLISH 2. CLASSY 3. TRENDY 4. GOOD QUALITY 5. BRAND AUDIT FOR CAROLYN KHOO DOUGLAS LAM MOSES RICHU JEANNIE TSE REBECCA WU MICHELLE ZHANG 6. AGENDA BRAND HISTORY ASSESSMENT OF INTENDED BRAND MEANING ASSESSMENT OF ACTUAL BRAND MEANING EVALUATION OF CATEGORY EXTENSION ASSESSMENT OF BRAND STRENGTH + FINAL RECOMMENDATIONS 7. BRAND HISTORY 8. ZARA WHY ZARA• Positive growth in declining industry• Little expenditure in traditional advertising• Transcending international borders• Fast Fashion 9. MAJOR EVENTS •  Founded in Galicia, Spain by Amancio Ortega1975 •  Inditex became holding company1985 •  First Expansion outside of Spain, in Portugal1988 •  Zara Home was established2003 •  Zara overtake GAP in terms of worldwide sales2008 •  Opens Online Store; Accused of Slave Labor in2011 Brazil and Does not Meet Quality Control in China •  Crisis – Toxic Chemicals found in Clothing2012 10. TARGET MARKET TARGET MARKET• Women, men, children• 0-40+• Fondness for fashion• Women to men = 80:20 ratio• Primary focus = women 20-40 11. INTENDED BRANDMEANING 12. INTENDED BRAND MEANING STYLISH TRENDY CLASSY GOOD QUALITY 13. INTENDED BRAND MEANING : STYLISH STYLISH•  Having elegance or taste in dress and suits one’s individual style: a complete look•  Zara: •  Wide range of styles •  Suitable for all people •  Mannequins and models have individual and lasting styles •  Each store stocks clothing that reflect style preferences•  Shows that Zara can provide clothing that looks good regardless of trends 14. INTENDED BRAND MEANING : STYLISH PROS CONS•  Not limited to one look •  Large product line•  Reach a broad audience •  Dilution of image•  If someone changes •  No specialization or style profile, can still differentiation shop in Zara •  e.g. Tommy Hilfiger,•  Allows for American Apparel experimentation•  Inspires confidence in brand with fashionable people 15. INTENDED BRAND MEANING : TRENDY TRENDY•  Able to follow the latest trends or fashions•  Zara: •  Updates with new clothing every week •  Online lookbook is updated every month •  Post photos of new looks on Twitter •  Display on-trend clothing on storefronts•  Shows that Zara can stay on top of new trends 16. INTENDED BRAND MEANING : TRENDY PROS CONS• Encourages more • Brand image of an traffic; visit store more imitator often • Possible image of low• More opportunity to quality purchase • Drive away consumers• One of the first stores who do not like trends visited if they see an • Tends to target a item in media younger demographic• Adds to image of being fashionable 17. INTENDED BRAND MEANING : CLASSY CLASSY•  Sophisticated and clean style, usually targeted towards more mature individuals•  Zara: •  Clean black and white design theme •  Stores, website, mobile app, campaign videos •...
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Brand Audit Presentation
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  • Submitted On 08 Sep, 2016 04:44:17
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Refer back to the brand chosen for the Week 1 assignment. Cond...
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