Strategic Brand Management And Integrated Marketing Communications

6902 WordsJun 24, 201528 Pages
Preliminary Brand Audit EA Engineering, Science & Technology, Inc. PBC Prepared for MKT 654 – Strategic Brand Management and Integrated Marketing Communications Professor: Jim Wills University of Hawaiʻi at Mānoa Shidler School of Business Prepared by Group #4: Crystal Souza, Phil Potter, Amy Shiroma & Tanya Tarampi June 2015 TABLE OF CONTENTS Page LIST OF FIGURES iii LIST OF TABLES iii 1. Introduction 1 1.1 WHY PROFESSIONAL SERVICE FIRMS (PSF) ARE DIFFERENT 2 1.2 BACKGROUND AND HISTORY OF EA 2 2. Brand Inventory 4 2.1 NAMES 4 2.2 LOGOS & SYMBOLS 4 2.3 SLOGANS AND OTHER TRADEMARKS 6 2.4 INTERNAL BRANDING 6 2.5 INHERENT CHARACTERISTICS OF THE BRAND 8 2.6 COMMUNICATIONS & ADVERTISING 9 2.7 SUSTAINABILITY, PHILANTHOPIC AND OUTREACH INITIATIVES 13 2.8 SECONDARY ASSOCIATIONS 14 3. Brand Exploratory Best Practices 15 4. Conclusions & Recommendations 17 5. References 20 LIST OF FIGURES Number Title Page 1 Four Key Parts of a PSF Brand 1 2 Transformation of the EA Logo 5 3 Sustainability Logos 5 4 Screenshot of Company Intranet (InsideEA) 7 5 EA’s LEED Platinum Headquarters 9 6 Evolution of the EA Website Homepage 11 7 Press Releases on the EA Homepage 13 8 Conferences and Events 13 9 Types of Secondary Associations 14 10 Ship in a Harbor Analogy 17 11 Building Value Cathedrals 19 1. Introduction DO PLAGUERISM CHECK. WATCH FOR TENSE (OUR vs EA’s) The purpose of this paper is to provide a high-level summary of best
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