SampleProposal_LoganPaul
.pdf
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Marketing
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Feb 20, 2024
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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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