Brand Audit with Recommendations
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Brand Audit Part III prepared for Desautels' brand class.
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Brand Audit with Recommendations
- 4. POINTS OF PARITY POINTS OF DIFFERENCE POINTS OF DIFFERENCE ATTRIBUTES BENEFITS “FRESH & CLEAN” RELIABILITY STYLISH & SPORTY INDIVIDUALISM UPBEAT LIFESTYLE CARING & SELFLESS COLLECTIVISM FAMILY ORIENTED
- 5. KEY BRANDING ISSUES LESS PRESENT MORE PRESENT HIGHLY COMPETITIVE MARKET LESS LOYAL TRANSITION WEAK ASSOCIATIONS LOYAL MATURE STRONG ASSOCIATIONS
- 6. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS BRAND HIERARCHY BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS SOLUTIONS
- 8. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY SOPHISTICATION RELIABILITY ACTIVE BRAND VALUES
- 9. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY IT STARTS WITH YOU TAKE CARE OF YOURSELF
- 10. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY IT STARTS WITH YOU TAKE CARE OF YOURSELF
- 11. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS INDIVIDUALITY IT STARTS WITH YOU TAKE CARE OF YOURSELF CONQUER YOURSELF BEFORE CONQUERING THE WORLD CONQUER YOURSELF BEFORE CONQUERING THE WORLD
- 12. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SPORTS • EXCITEMENT & ACTIVE ASSOCIATION SCIENCE • REINFORCE RELIABILITY ASSOCIATION SOPHISTICATION • WELL GROOMED ASSOCIATION
- 13. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS EXTEND THE PRODUCT USE IN THE LIFE OF THE CONSUMER SPORTS • EXCITEMENT & ACTIVE ASSOCIATION SCIENCE • REINFORCE RELIABILITY ASSOCIATION SOPHISTICATION • WELL GROOMED ASSOCIATION
- 15. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 16. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS CONVENIENCE EASIER FOR RECALL & RECOGNITION CONSISTENCY REFLECTIVE OF BRAND VALUES SECONDARY ASSOCIATIONS
- 17. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 18. SPORT I NEW BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 19. SPORT II NEW BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 20. SPORT III NEW BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 21. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS ORIGINAL NEW
- 22. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SENSITIVE NEW
- 23. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SILVER NEW
- 24. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SILVER NEW
- 25. SILVER BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW
- 26. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW AGE: 18-30 PLAYS SPORTS STRONG & FIT IMAGE AGE: 18+ SENSITIVE SKIN CARES ABOUT SELF-IMAGE AGE: 25-45 WORKING PROFESSIONAL TRAVELER
- 28. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS PHARMACIES SUPERMARKETS DEPARTMENT STORES PLACE
- 29. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW PLACE HOTSPOTS GYMS SWIMMING POOLS SKI RESORTS
- 30. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS VENDING MACHINES NEW PLACE
- 31. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS VENDING MACHINES NEW PLACE
- 32. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS POINT OF PURCHASE SHELVES NEW PLACE
- 33. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS PRICE $5.50 $0.75500ML 35ML
- 34. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS KIT NEW
- 35. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS KIT NEW IT TRAVELS WITH YOU $18
- 36. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS PROMOTION SPORTS CAMPAIGN SENSITIVE CAMPAIGN TRAVELS WITH YOU CONQUER YOURSELF 1. SOPHISTICATION 2. SCIENCE 3. ACTIVE LIFESTYLE
- 37. NEW ACTIVE LIFESTYLE + ENGAGEMENT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 38. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NEW SCIENCE + EMPOWERMENT
- 39. NEW SOPHISTICATION + LOYALTY BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 41. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION 2. TARGET SPORT USERS SPORTS CAMPAIGN GOALS
- 42. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT ACTIVE ASSOCIATION 2. TARGET SPORT USERS SPORTS CAMPAIGN
- 43. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SAMPLES ON SLOPES NIVEA AFTER-SKI PARTIES SKI PROMOTION
- 44. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SAMPLES AT POOLS NIVEA POOL PARTIES SWIM PROMOTION
- 45. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SKI & SWIM COMPETITIONS MONTREAL IMPACT SOCCER SPONSORSHIPS
- 46. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION 2. TARGET SILVER USERS IT TRAVELS WITH YOU CAMPAIGN GOALS
- 47. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING 1. CEMENT SOPHISTICATION 2. TARGET SILVER USERS IT TRAVELS WITH YOU CAMPAIGN
- 48. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING STEP 1: NATURAL CLEAN CONTEST IT TRAVELS WITH YOU CAMPAIGN ENGAGE
- 49. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING STEP 1: NATURAL CLEAN CONTEST IT TRAVELS WITH YOU CAMPAIGN ENGAGE BOOTHS AT AIRPORTSINTERACTSTEP 2:
- 50. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS IT TRAVELS WITH YOU CAMPAING STEP 1: NATURAL CLEAN CONTEST IT TRAVELS WITH YOU CAMPAIGN ENGAGE BOOTHS AT AIRPORTSINTERACTSTEP 2: BANNERREMINDSTEP 3:
- 51. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SENSITIVE CAMPAIGN SENSITIVE
- 53. CHALLENGE TRIUMPH ACTIVE 3-IN-1 SHOWER GELS ADRENALINE DEODORANT NIVEA MEN IT STARTS WITH YOU SPORT LINE BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS ACTIVE LIFESTYLE RELIABILITY SPORT
- 54. MODEL OF EXCELLENCE ACTIVE LIFESTYLE LEADERSHIP MOTIVATOR ADRENALINE RESPONSIBILITY NIVEA MEN IT STARTS WITH YOU SOCCER CAPTAIN ACTIVE SPORT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 55. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NIVEA MEN IT STARTS WITH YOU SOPHISTICATION SILVER LINE CLASSY STEEL TRENDY CARBON FIBER PERFORMANCE AMBITION SUCCESS ACTIVE PROFESSIONAL SILVER
- 56. NIVEA MEN IT STARTS WITH YOU SOPHISTICATION SPECIALIZEDGROOMING TRENDY FORWARD DRIVEN AMBITION SUCCESSFUL PROFESSIONAL WORK-LIFE BALANCE HARD-WORKING WORK PROFESSIONAL BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS SILVER
- 57. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS NIVEA MEN IT STARTS WITH YOU RELIABILITY ALL LINES SOOTHING MOISTURIZER FUNCTIONAL TIMELESS PROTECTION RELIABLE LOTION CLASSIC SCIENCE TRUST ALL LINES
- 59. BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 62. SPORTS • PERFORMANCE, EXCITEMENT, LEADERSHIP SENSITIVE AND ORIGINAL • TRUSTED, MOISTURIZING, PROTECTION SILVER • PROFESSIONAL, AMBITIOUS, CONFIDENT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
- 63. RELIABLE, EXCITING, & SOPHISTICATED SPORTS • PERFORMANCE, EXCITEMENT, LEADERSHIP SENSITIVE AND ORIGINAL • TRUSTED, MOISTURIZING, PROTECTION SILVER • PROFESSIONAL, AMBITIOUS, CONFIDENT BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS