Brand

Brand

A periodic conducting of brand audit is essential for an organization. This can be achieved through in-depth evaluation, through evaluating sources of brand equity and how it can be improved or to leveraged the brand. In this essay, we will be presenting a brand audit of a non-profitable organization; Hanover. Although, Hanover has been in Melbourne since 1964 (Hanover n.d) we have found that the main problem which they are currently facing is the lack of brand awareness among the public and also a misconception of their brand image.

In the essay, it will be mainly focusing on analyzing Hanover brand awareness which will be explained in-depth of what Hanover is actually about and how is their brand being perceived by donors. At the same time, we will discuss on the marketing strategy between Hanover and their main competitor; Salvation Army (Salvos) which will be compared individually on how these organizations achieve their brand awareness.

In addition, Hanover’s brand elements such as Hanover name, slogan and URL’s will be further discussed. Another point which will be mentioned is the point of parity and difference. Hanover will be compared with other competitors based on their breadth of service. At the same time, marketing communication through various marketing channel will be discuss on what Hanover are doing at the moment.

To end the essay, the summary of the analysis based on the consumer based brand equity (CBBE) pyramid which allows Hanover to know where their position at is and how is their relationship with their donators is in order to gain donors loyalty where donors feels attached with Hanover will be looked upon. After which, recommendations will be provided. One of the key issues which Hanover needs to consider is the changing of the brand logo (appendix 8.1.9), there is clearly a miscommunication going on between Hanover and the logo. By implementing the recommendation, it not only increase brand awareness but allows people to gain...