Brand Audit Mortein Essay

1730 words - 7 pages

Brand Audit Report: MORTEIN
[Year]
hynix
computer
[Pick the date]

Declaration

Hereby I, Rauha Rafiq, declare that this research report is my own original work and that all sources have been accurately reported and acknowledged, and that this document has not previously in its entirety or in part been submitted at any university in order to obtain an academic qualification.

Abstract

The main question addressed in this research study is ‘How can Mortein improve upon their current brand image and subsequent brand positioning. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the Mortein brand. A ...view middle of the document...

05) was employed when the information collected from the questionnaires was subjected to a series of statistical tests.
Six main brand characteristics were investigated during the analysis of the survey data. These include brand awareness, attitude towards the corporate brand, attitude towards the products, level of desire for the brand, behavioral tendencies, and the value proposition. The results from the survey indicated that an overwhelming majority of respondents were familiar with the brand, and also that a large percentage of them had also used Mortein products. Along similar lines, the perceptions / attitudes with regards to the corporate and product brand were very, or fairly favorable amongst the respondents. It was also determined that as the attitude with regards to the corporate brand increases so too does that of the product brand. This is a favorable situation for Mortein as efforts to build corporate brand identity can translate into strong, favorable and unique product associations.
In terms of the benefits being sought, the majority of respondents ranked functional, protection and hygiene benefits as most important when using insecticides.
If Mortein is able to enhance the brand imagery amongst this target audience, they will surely build positive brand equity as well as an additional income stream. In addition to this, the author was also able to identify that the emotional bond to the Mortein brand was not as strong as it could be.

Table of contents
Values personality
Protection
We make your family safe from annoying and disease carrying pests, therby giving you peace of mind.
Per: powerful
Strong enough to kill any type of pests and thus protect your family.
Family health
We care about your family’s health and wellbeing.
Per: approachable expert
The recognized expert that you can trust to deliver effective, user-friendly solutions to your pest problems.
Integrity
We deliver what we promise.
Per: smart and intelligent
We will always develop clever solutions to stay ahead of pests.
Brand essence: powerful trusted protection
Positioning strategy
To own powerful trusted protection positioning in consumers mind
Competitive set
Baygon
Raid
Good knight
All out

http://www.na-businesspress.com/JMDC/LetherenK_Web8_2_.pdf

Current brand equity
Mortein is seen as strong powerful brand.
This is driven by
Packaging colors and laser graphics- red and black
Communication
Use
Consumer experience
Mortein stands for power
All communication, packaging, product development add to this image
Possible to occupy protection position
Need to dial up the importance of protection
To make protection the primary driver instead of comfort

Research Objectives

Abstract

The purpose of this chapter is to allow the reader to identify the main question addressed in this research study, gauge the primary and secondary objectives, as well as understand the...

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