Strategic Brand Management And Integrated Marketing Communications

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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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