Brand and Advertising Management

Summer 2014
Template Presentation 1

Presentation Contents
Define category and related sub-categories
Brand (Company) history
Direct and indirect competitors
Number of segments in category
Segments Profile in the category
Target markets of Brands
Brand Positioning & Competitors positioning
o Perceived functional attributes of the brand
o Perceived emotional benefits of the brand
o How the brand compares to the ideal attributes in the category
o Points of differentiation with other brands
Does brand have a clear brand Identity among its current and
prospective buyers
Brand product Lines
Brand SKUs and Prices
Unaided awareness of the brand
Aided awareness of the brand
Presence of Brands in various touch points
Extent to which the brand is perceived consistently in advertising and
other marketing communications
What are brands channels of distribution?

Presentation time: 12-14 minutes

Note: Brand refers to leading and lagging brand in your category.