1. In groups, conduct a critical analysis of a brand of your choice from (either Airline, Banking or Retail Industry) using Keller’s brand report card. Students should begin by undertaking a comparative brand audit and developing a detailed assessment of the brand’s values, positioning, and current sources of brand equity. Following, groups should critically evaluate the current situation of the brand according to Keller’s brand report card posted in the “assessments folder” on Moodle to assist you.
Lastly, groups should provide a well-reasoned and supported digital marketing program based on the findings. Structure of the report: The assignment should be submitted in business report format: -
Brand report card questions: