logging in or signing up BrandAudit ekulin Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 44 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: December 14, 2011 This Presentation is Public Favorites: 0 Presentation Description Brand audit guidelines Comments Posting comment... Premium member Presentation Transcript Brand Audit: : Brand Audit: Prepared by: Stephen Baum, Elizabeth Kulin , Parisa Khazei & Winoto Lie 1PowerPoint Presentation: Online customers waste time in search of buyers and sellers for their time-sensitive transactions. Need for increased efficiency across e-commerce transactions. Client vs. Connectors: Hosts requests and brokers fulfillment. Win/Win: Commission to company and the person who provided the successful referral. Overview 2PowerPoint Presentation: Category POP A web platform industry. Social community. Points of Parity 3PowerPoint Presentation: Competition POP Reward System. Points of Parity 4PowerPoint Presentation: Reward Model. One of a kind market presence, minimal competition with regards to reward model. Points of Difference 5PowerPoint Presentation: Segmentation Bases Young and tech savvy people, quick and reliable service, value opinions and rewards and national based. Criteria Identifiably – Relatively easy to be identified. Size – Huge sales potential. Accessibility – Only one channel available. Responsibility – Possible good respond. Target Market 6PowerPoint Presentation: SWOT 7PowerPoint Presentation: ReferQuest Service Reward Innovative Craigslist Online Community PayPal Fulfillment Young, hip and trendy Mental Map 8PowerPoint Presentation: Brand awareness Rewarding experience. Memorable and unique. Brand image A web platform that offer services and reward. Sources of Brand Equity 9PowerPoint Presentation: Unique Brand Associations Strong & favorable associations in which create points of difference distinguishing the brand from other brands. Greater Loyalty Unique method of rewarding people will motivate & encourage consumers to keep coming back as consumers like to be rewarded. Outcomes of Brand Equity 10PowerPoint Presentation: Personalized Marketing – Current 11PowerPoint Presentation: Personalized Marketing – Recommended 12PowerPoint Presentation: Personalized Needs Rewards Nothing Nominal/Premium General Tailored/Segmented Kajiji Craigslist Angieslist Gumtree Oodle referQuest referQuest Perceptual Map 13Brand report card: Brand report card Element Score Rational Is Refer Quest positioned strongly? 4 Clearly differentiated, but lacks reliability and/or accountability. Is the brand identity as strong as it needs to be? 3 Current brand identity is good however could be strengthened in certain areas. Is the brand personality the best reflection for ReferQuest? 2 Expand branding to reflect different and additional traits. Are the brand elements memorable, meaningful, and/or likable? 4 Name is descriptive of referral program, not rewards. Also, details could be altered for branding. The logo is descriptive of social & referral characteristics. The tagline is descriptive but could focus on POD more to increase memory. Is ReferQuest involved in enough MarComm tactics to really build strong brand equity? 3 Good start to building BE, Could do much more to grow brand awareness. Are current 2ndary Brand Associations relevant to desired brand identity and personality? 2 Need additional associations to strengthen brand identity, image, and leverage brand awareness. Does the Facebook application branding match ReferQuest branding? 3 Great start but branding is inconsistent and need to take advantage of association more. RATING SYSTEM: 1-5 (1 lowest 5 highest) 14PowerPoint Presentation: A social networking platform for request fulfillment. Offers buyers and sellers a way to motivate others (connectors) to find what they are looking for. referQuest is the only one that rewards its users for interacting with each other. Brand Positioning – Current 15PowerPoint Presentation: Keep current positioning but: Emphasize providing reliability of referrals. Highlight transparency and accountability. CEO visibility. Brand Positioning – Recommended 16PowerPoint Presentation: Brand Identity – Sum of Brand Elements 17PowerPoint Presentation: Brand Personality – Current 18PowerPoint Presentation: Brand Personality – Recommended 19PowerPoint Presentation: Naming Guidelines Landor’s Brand Name Taxonomy ReferQuest is: 20PowerPoint Presentation: Name 4 3 3 URL 4 4 2 LOGO 4 4 5 Tagline 3 4 4 Memorable Meaningful Likeable RATING SYSTEM: 1-5 (1 lowest 5 highest) Brand Elements – Current 21PowerPoint Presentation: Brand Elements – Recommended 22PowerPoint Presentation: Company Name Logo Tagline Colors Overall Comments 3 4 3 Blue and others Memorable, Likeable, playful. 2 3 4 Purple and Yellow Likeability, yet unprofessional. 4 4 3 Orange Memorable, Meaningful, Likeable, unique. 3 2 - Blue White Meaningful, Memorable, since secondary associations. 4 5 4 Green Yellow and Orange Memorable, Meaningful, Likable, unique. 4 - - Purple and White Memorable, Meaningful, Likeable based on maturity. 23PowerPoint Presentation: Marketing Communications – Current Current Channel CRITIQUE PERTAINING TO BRAND Social Media Evidence : Social Networking (Twitter, FB) & Blogging. Effect to Brand: Brand image transfer – social, modern, accessible. Brand inconsistency– Twitter profile picture, Blog lacks colors. Brand image reinforcement – blog content & tone. Online Adv Evidence : Affiliate Program. Effect to Brand: Common target market. Targeted brand awareness growth. Brand image transfer. Consumer Promotion Evidence : Referral program. Effect to Brand: Connection to brand image. Targeted brand awareness growth. PR Evidence : 1888 Press Release, Rolemommy.com Blog, PR Log, WebWire . Effect to Brand: Brand awareness/exposure among common TM. Band Image building via PR source & Content. Way to inform, persuade, and remind customers about the brand. 24PowerPoint Presentation: Expand: 1. FB Connect 2. Post’s Content Rational : 1. Grow brand Awareness fast. 2. Reinforce POD. 3. Build brand Image: Supportive. Marketing Communications – Recommended Expand: 1. Sources 2. Content Rational: 1. Larger Audience. 2. Build Brand Image: Credible. Expand: 1. Sources 2. RQ brand only Rational: 1. Higher traffic Affiliates = more brand awareness growth. Keep as is: 1. Reward for Referral program Rational: 1. Incentive = Response. 2. Reinforces POD. Keep 25PowerPoint Presentation: Marketing Communications – Recommendations How : Buy list Brand Rational: - Brand awareness growth opportunity. - logo, related images and content. - Easy response. How : SEO PPC Rational : - Grow brand Awareness among “Searchers”. - Brand image building – easy Solution. Need better Solutions? Encourage honest referrals here. Email SEO/PPC Contextual Adv 26PowerPoint Presentation: Secondary Brand Associations – Current Commonality Reinforces “Social community” image. - Leverages brand awareness. Complementary Attempts to connect with target audience interests Transfers brand image. Commonality Reinforces “Real time information” image. Leverages brand awareness. Commonality Attempts to transfer image of reliability. Associations to build brand equity. 27PowerPoint Presentation: Secondary Brand Associations – Recommended 28PowerPoint Presentation: Refer on the Go! Search, Find and Solve with your phone. Click here for details. Secondary Brand Associations – Recommended 29PowerPoint Presentation: Channel of Brand Equity Building & Brand Identity Strengthening. Facebook Application – Current 30PowerPoint Presentation: Consistency logos: color and font. Build Awareness of relationship Link on site. Include in marketing communications. Build app button for fans. Facebook Application – Recommended 31 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
BrandAudit ekulin Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 44 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: December 14, 2011 This Presentation is Public Favorites: 0 Presentation Description Brand audit guidelines Comments Posting comment... Premium member Presentation Transcript Brand Audit: : Brand Audit: Prepared by: Stephen Baum, Elizabeth Kulin , Parisa Khazei & Winoto Lie 1PowerPoint Presentation: Online customers waste time in search of buyers and sellers for their time-sensitive transactions. Need for increased efficiency across e-commerce transactions. Client vs. Connectors: Hosts requests and brokers fulfillment. Win/Win: Commission to company and the person who provided the successful referral. Overview 2PowerPoint Presentation: Category POP A web platform industry. Social community. Points of Parity 3PowerPoint Presentation: Competition POP Reward System. Points of Parity 4PowerPoint Presentation: Reward Model. One of a kind market presence, minimal competition with regards to reward model. Points of Difference 5PowerPoint Presentation: Segmentation Bases Young and tech savvy people, quick and reliable service, value opinions and rewards and national based. Criteria Identifiably – Relatively easy to be identified. Size – Huge sales potential. Accessibility – Only one channel available. Responsibility – Possible good respond. Target Market 6PowerPoint Presentation: SWOT 7PowerPoint Presentation: ReferQuest Service Reward Innovative Craigslist Online Community PayPal Fulfillment Young, hip and trendy Mental Map 8PowerPoint Presentation: Brand awareness Rewarding experience. Memorable and unique. Brand image A web platform that offer services and reward. Sources of Brand Equity 9PowerPoint Presentation: Unique Brand Associations Strong & favorable associations in which create points of difference distinguishing the brand from other brands. Greater Loyalty Unique method of rewarding people will motivate & encourage consumers to keep coming back as consumers like to be rewarded. Outcomes of Brand Equity 10PowerPoint Presentation: Personalized Marketing – Current 11PowerPoint Presentation: Personalized Marketing – Recommended 12PowerPoint Presentation: Personalized Needs Rewards Nothing Nominal/Premium General Tailored/Segmented Kajiji Craigslist Angieslist Gumtree Oodle referQuest referQuest Perceptual Map 13Brand report card: Brand report card Element Score Rational Is Refer Quest positioned strongly? 4 Clearly differentiated, but lacks reliability and/or accountability. Is the brand identity as strong as it needs to be? 3 Current brand identity is good however could be strengthened in certain areas. Is the brand personality the best reflection for ReferQuest? 2 Expand branding to reflect different and additional traits. Are the brand elements memorable, meaningful, and/or likable? 4 Name is descriptive of referral program, not rewards. Also, details could be altered for branding. The logo is descriptive of social & referral characteristics. The tagline is descriptive but could focus on POD more to increase memory. Is ReferQuest involved in enough MarComm tactics to really build strong brand equity? 3 Good start to building BE, Could do much more to grow brand awareness. Are current 2ndary Brand Associations relevant to desired brand identity and personality? 2 Need additional associations to strengthen brand identity, image, and leverage brand awareness. Does the Facebook application branding match ReferQuest branding? 3 Great start but branding is inconsistent and need to take advantage of association more. RATING SYSTEM: 1-5 (1 lowest 5 highest) 14PowerPoint Presentation: A social networking platform for request fulfillment. Offers buyers and sellers a way to motivate others (connectors) to find what they are looking for. referQuest is the only one that rewards its users for interacting with each other. Brand Positioning – Current 15PowerPoint Presentation: Keep current positioning but: Emphasize providing reliability of referrals. Highlight transparency and accountability. CEO visibility. Brand Positioning – Recommended 16PowerPoint Presentation: Brand Identity – Sum of Brand Elements 17PowerPoint Presentation: Brand Personality – Current 18PowerPoint Presentation: Brand Personality – Recommended 19PowerPoint Presentation: Naming Guidelines Landor’s Brand Name Taxonomy ReferQuest is: 20PowerPoint Presentation: Name 4 3 3 URL 4 4 2 LOGO 4 4 5 Tagline 3 4 4 Memorable Meaningful Likeable RATING SYSTEM: 1-5 (1 lowest 5 highest) Brand Elements – Current 21PowerPoint Presentation: Brand Elements – Recommended 22PowerPoint Presentation: Company Name Logo Tagline Colors Overall Comments 3 4 3 Blue and others Memorable, Likeable, playful. 2 3 4 Purple and Yellow Likeability, yet unprofessional. 4 4 3 Orange Memorable, Meaningful, Likeable, unique. 3 2 - Blue White Meaningful, Memorable, since secondary associations. 4 5 4 Green Yellow and Orange Memorable, Meaningful, Likable, unique. 4 - - Purple and White Memorable, Meaningful, Likeable based on maturity. 23PowerPoint Presentation: Marketing Communications – Current Current Channel CRITIQUE PERTAINING TO BRAND Social Media Evidence : Social Networking (Twitter, FB) & Blogging. Effect to Brand: Brand image transfer – social, modern, accessible. Brand inconsistency– Twitter profile picture, Blog lacks colors. Brand image reinforcement – blog content & tone. Online Adv Evidence : Affiliate Program. Effect to Brand: Common target market. Targeted brand awareness growth. Brand image transfer. Consumer Promotion Evidence : Referral program. Effect to Brand: Connection to brand image. Targeted brand awareness growth. PR Evidence : 1888 Press Release, Rolemommy.com Blog, PR Log, WebWire . Effect to Brand: Brand awareness/exposure among common TM. Band Image building via PR source & Content. Way to inform, persuade, and remind customers about the brand. 24PowerPoint Presentation: Expand: 1. FB Connect 2. Post’s Content Rational : 1. Grow brand Awareness fast. 2. Reinforce POD. 3. Build brand Image: Supportive. Marketing Communications – Recommended Expand: 1. Sources 2. Content Rational: 1. Larger Audience. 2. Build Brand Image: Credible. Expand: 1. Sources 2. RQ brand only Rational: 1. Higher traffic Affiliates = more brand awareness growth. Keep as is: 1. Reward for Referral program Rational: 1. Incentive = Response. 2. Reinforces POD. Keep 25PowerPoint Presentation: Marketing Communications – Recommendations How : Buy list Brand Rational: - Brand awareness growth opportunity. - logo, related images and content. - Easy response. How : SEO PPC Rational : - Grow brand Awareness among “Searchers”. - Brand image building – easy Solution. Need better Solutions? Encourage honest referrals here. Email SEO/PPC Contextual Adv 26PowerPoint Presentation: Secondary Brand Associations – Current Commonality Reinforces “Social community” image. - Leverages brand awareness. Complementary Attempts to connect with target audience interests Transfers brand image. Commonality Reinforces “Real time information” image. Leverages brand awareness. Commonality Attempts to transfer image of reliability. Associations to build brand equity. 27PowerPoint Presentation: Secondary Brand Associations – Recommended 28PowerPoint Presentation: Refer on the Go! Search, Find and Solve with your phone. Click here for details. Secondary Brand Associations – Recommended 29PowerPoint Presentation: Channel of Brand Equity Building & Brand Identity Strengthening. Facebook Application – Current 30PowerPoint Presentation: Consistency logos: color and font. Build Awareness of relationship Link on site. Include in marketing communications. Build app button for fans. Facebook Application – Recommended 31