Brand Design and Management

Visit the website of The Cool Brands Council at http://www.coolbrands.uk.com. Select one brand
from the list of cool brands and conduct a brand audit. The analysis will be based entirely on
information from public secondary sources, company websites, as well as your own professional
experiences and insights. It is not necessary to conduct any surveys or primary research. Specifically

you will assess the design, experience, and growth of your chosen brand by addressing these issues:
1. Brand design assessment. How would you characterize the positioning of your brand? Explain howexisting touchpoints (e.g. communications, expressions and activities) further enhance the
positioning. Describe what you consider to be the greatest opportunities to activate the positioning.

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2. Brand experience assessment. Describe the brand experience and explain how this relates to thebrand positioning. What are the key activities that contribute to the effectiveness of the experience?.What recommendations, if any, would you suggest for improving the brand experience?

3. Brand growth assessment. Critique your brand’s architecture. What are the strengths and
weaknesses of its hierarchy? With reference to the broader brand portfolio, what are the
opportunities for expansion into new markets or channels?

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