SampleProposal_LoganPaul

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School

Humber College *

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Course

510

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Marketing

Date

Feb 20, 2024

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pdf

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8

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Brand Audit Proposal : Logan Paul Ryerson University MKT 510-011 Professor Rishad Habib Brand Audit Proposal: Logan Paul Contextualize The Brand Our Brand Proposal will focus on Logan Paul , the popular multi -platform entertainer yet controversial social media personality. He is well- known for his successful YouTube channel with over 23 million subscribers, professional boxing career , and popular online podcast . His exhibition boxing match with former professional boxer, Floyd Mayweather Jr , sold one million pay- per-view buys generating $50 million and launching Paul's brand popularity into the
national spotlight . However, Paul remains controversial in both his actions and image . He has switched careers and brand image several times in just a few years seemingly at random. During that short time , Paul has engaged in several legal disputes, has been cancelled on social media and is suspected of illegal conduct. His most notable action has been uploading video footage of a deceased body to his YouTube channel that sparked significant outrage . He is unpredictable yet retains a large and loyal fanbase . Summarize Why you think this brand requires an audit Logan Paul has spent years in online spaces building his brand. He is one of the most controversial stars on YouTube , while also one of the most successful. Logan has created a distinctive and durable brand that allows him to accomplish greatness in many different avenues . However , during the journey of developing his brand , Logan Paul has been involved in many controversies and scandals3 that resulted in him being sued , cancelled and suspected of legal misconduct multiple times . Subsequently , these incidents negatively impacted Logan's brand. Although he was able to recover from these issues , they demonstrate that Logan Paul's brand image is not very reliable or consistent. His unpredictability causes other brands to feel worried about partnering with him . Therefore , a brand audit is required for Logan Paul to identify his brand's weakness and create an effective marketing strategy for Logan to maintain an appropriate, consistent and durable brand image . reasoning to conduct brand audit Plan for gathering information and evidence. There's no separation between Logan Paul and his brand . Since Logan Paul is his brand , whether people like the brand or not is determined by whether people like him . Hence, for this brand audit , a Brand Exploratory about Logan Paul would be required to understand what consumers think and feel about the brand and determine the sources of his Brand Equity . Firstly, we will conduct several Preliminary Activities before our Primary Research such as researching secondary sources, creating a Brand Inventory and interviewing internal personnel and groups who have worked with and for the Logan Paul brand. Secondly, we will conduct our Primary Research through Qualitative Collection techniques such as surveys and focus groups through social media and other online mediums . From there, we can build Brand Resonance and Mental Map models to examine how strongly his consumer audience resonates with his image . Lastly , once we conclude our Primary Research on Logan Paul's reputation , we will recommend a Brand Positioning statement to determine the desired Brand Awareness and Brand Image and Points - of parity and points -of- difference that we believe are needed . Brand Audit Proposal: Logan Paul
Appendi x Figure One: Logan Paul YouTuber Logan Paul. Getty Images AFTRIN GS B Cash App DRAFT KINGS SPORTSBOOK REF T DRA FT KINGS SPORTSBOOK M AUL DRAFTKING ROUNDS Cash App AFTKINGS DRAFTKINGS
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