BMMM5002 Strategic Brand Management Assignment 1, De Montfort University

This assignment is an individual assignment of 3000 words.

Using the relevant textbooks, online marketing resources and trade journals, develop a brand audit of ONE of the following two brands. Your brand audit should include a brand inventory (organisation perspective) and a brand exploratory (consumer perspective).

1.    Huda Beauty
2.    Greggs UK
You are required to apply the Customer-Based Equity Model (CBBE) and one other relevant model or framework you have learned from participating in this module. Take care to justify your choice of frameworks.

The analysis should cover the following content at a minimum:
-    Strategy factors: what are the main aims, purpose and mission/values of the brand? How do the offline and online factors align with the brand’s mission and purpose? What is the planning and implementation process? How well do these strategies create consumer awareness, loyalty and brand resonance?
-    Communication factors: what are the communication channels (traditional, digital, etc.) used by the brand to communicate their brand identity, values and personality? How consistent are these communication strategies?
-    Human power factors: what is the brand’s approach to consumer interactions across the various online and offline channels? What technologies enhance/hinder these interactions? How does the brand gather, respond and utilize consumer feedback and data? What role does holistic and emotional branding play in these product/service-
consumer interactions?
-    Competitor analysis: identify one to two relevant competitors of the brand. What can the brand learn from their competitor(s) and why?
Give examples to support your answer.

Please ensure that your assignment is submitted through Turnitin in good time. Please check your document for spelling, grammar and other errors before submitting it. Be especially careful that you have not deliberately or unwittingly committed plagiarism.