Learning Goal: I’m working on a sports management project and need an explanation and answer to help me learn.Each student is to create an examination of a brand in terms of its sources of consumer-based brand equity. The brand audit is comprised of Brand Inventory, Brand Exploratory, Actions and Recommendations and Deliverables. The final submission of this assignment is to be in presentation format. It is up to each student to determine the most effective visual representation of information. InDesign, PowerPoint, Keynote, Adobe Spark, or Prezi are example of potential presentation options. A clear explanation of instructions and grading can be found on the scoring rubric linked to this assignment and below.Goal: Create an examination of a brand in terms of its sources of consumer-based brand equity. Please build an audit around the following: Brand Inventory (50pts)Collect and organize the names, logos, symbols, characters, packaging, and any marketing materials you can put together for your brand. This should include:Any information that helps you form the brand’s ultimate “positioning” (5pts)
Any visual elements you can find related to logos (5pts)
Any advertising or PR-related elements you can find (5pts)
Any spokespersons or associations with other brands (5pts)
Note: Take me on a brand positioning journey with the positioning at the front of the section. Think “screen shots” and organize slides with visuals and text. Brand Exploratory (50pts)Collect and report data that helps you understand consumer-based meaning for the brand. Conduct your own qualitative research using 30 people as target sample:Free Association:Ask respondents “what are the first words that come to mind when you think of XXXXX” (5pts)Deliverable:Create a word cloud for visualization (5pts)
Storytelling:Take a subset of 10 of your team’s original 30 respondents and ask them to tell a short story (real or fictitious) about your brand. After they tell the story be sure to ask respondents “why” they chose to tell the story they told (5pts)Deliverable: Report common themes that help you understand deeper brand meaning (5pts)
Action & Recommendations (50pts)From your inventory and exploratory analysis, please answer the following:Is there a gap between the brand’s positioning and your data? (10pts)
What are two recommendations your team would make for the brand? (15pts)
What the anticipated challenges with each recommendation? (15pts)
What are the potential benefits with each recommendation? (10pts)
Deliverable (50pts)A single PPT deck (saved as a PDF) organized by the following:Title slide: Team names & Brand (it is your choice if you want to be specific – e.g. Nike Golf) (5pts)
Brand Inventory (5pts)
Brand Exploratory (5pts)
Action & Recommendations (5pts)
Note: This is a presentation of information but it is not intended to be a presentation. You can use any platform you wish (Indesign, PPT, etc.) provided you submit a strong visual document.
Requirements: please Reebok or under armour brand and I want the project in PPT
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