BRAND AUDIT – Heineken Vietnam

In this assessment, you will analyse a brand in more depth, compared to the first assessment which focused more on brands/products in the same category. For this brand audit task, each pair will choose a brand in the respective specific market category covered in assignment 1. Your task is to evaluate the brand’s positioning and messaging strategy.

In choosing a brand, you are expected to be aware that a brand might have many products and variants such as Coke Light, Coke Zero, Coke Ginger etc. For Insurance services, you can choose a product instead of a brand but should be aware and study the brand well.

You are to create this brand audit, via a PowerPoint file. You are to make the file no longer than 50 slides with a range of word count 500 – 1,500 words maximum.

1. You are expected to browse the brand’s online channels and collect samples of content across each channel. The brand’s website will be the core channel, followed by its additional online channels (Facebook, YouTube, etc.) which are usually linked to the official website. You should aim to collect at least 10 pieces of content per online channel for your analysis. You need to also consider other traditional and digital marketing communication tools the selected brand might be using, such as TVC, offline sales promotion, etc. The collection must carry at

 

least 2 of the types below:

o TVC or a campaign key video, normally found on website or YouTube o Digital/Social activities or program/campaign
o Digital utilities such as games and mobile applications

o Can also include an offline promotion that also run and execute on digital platforms

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o Traditional branded content such as TV shows, news, documentary and even films.

The collection file can be images, links, articles, videos, memos, website pages, infographics, applications, etc.

You can choose a campaign if visible/applicable. If no campaigns are running at the time, non- campaign content selection will do.

Notethatifyouchoosetoexamineproductcontentandcampaigncontentrelated to a product, you must not forget to analyse how the product delivers the brand promise or support the brand promise.

You are then expected to evaluate the collected sample of content assets, and

 

attempt to categorize this into different content angles as instructed below. Evaluation criteria should base on the following:

o Brand Identity consistency across different channel: website and social media. Spot the difference or sameness and include explanations. Ask questions like:

 Do the brand’s social channels align to the website and/or YouTube presence?

 Does the brand have one uniform presence in social media – such as a well-organized global eco-system, across different countries?

 Is there any synergy of the content of the same activity across channels? Take one activity out to examine.

 Are the most current logos being used and used consistently? Or, is there clear adherence to brand guidelines around consistent avatar usage?

 Assume you cover the logo of the brand on its visual materials in the same category, would you be able to recognize the brand? If yes why, if no why, provide your explanation.

o Brand Tone of Voice consistency across different channel: website and social media. Brand voice can vary from formal, fun and quirky, serious and expertise driven, or young and spirited. Spot the difference or sameness and include explanations. Question to ask is ‘Is the brand voice consistent from platform to platform?’ Students might want to read the copy of articles on website and compare that to the Facebook posts and Facebook responses to

 

consumers by the brand.

o Brand Message to consumers (see example in PowerPoint Assessment 2 Extract sample in Support Resources). The job to be done is to identify messaging for the brand. Note that product message isn’t always the overall brand message.

5. Youshouldthentrytoidentifywhichpiecesofcontentcanfitunderwhichmaster themes of content (immersive, magnetic, practical and smart). Please refer

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to W6-Content Marketing-Learning Materials for explanation and examples of master themes of content.

You should aim to map out at least 2 Master Theme of Content, each with 2 pieces of content under it. In case of financial services brand which has many products underneath, you can choose to pick one particular product and identify pieces of content for that product itself.

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