Hyundai brand audit Assignment In teams of up to 4 members, your team is required to conduct a brand audit and brand plan for
one of these companies in the UAE:
Air Arabia Abu Dhabi (airline)
Decathlon (retail shop)
Clinique (skincare) Hyundai brand audit Assignment
I will allocate one brand to one group. Your group (as a brand management agency) will establish
and interpret a brand audit. Please form a group by week 4 and email me the group members.
Within the brand audit, you should gather and evaluate information on characteristics of your brand
including its market, brand positioning, differentiating attributes, presentation of the brand, and
monitoring and evaluation processes of the brand with an aim to understand what factors are
contributing to the brand’s performance and challenges. You may collect primary data from
managers or consumers, and/or secondary data (business publications, trade magazines, journal
articles, books, market research (if any) and company sources such as annual reports and websites).
Within the brand plan, you should assess the brand strengths and weaknesses of the brand based
on your brand audit and suggest ways to leverage those strengths and address those weaknesses in
order to grow. I expect students to be creative in making new initiatives to grow at a strategic level
(brand positioning, brand extension, new product, new market and/or new brand architecture) as
well as at an implementation level (packaging, product features, service, marketing
communications, distribution, price, customer relationship management).
All teams will submit the soft copy of the report via ‘Safe Assignment’ function to
Blackboard by the 30th of April 2020. The written document should be a well-organized business
document. It must be proofread and spell-checked.
The report must contain the following sections: Hyundai brand audit Assignment