Brand Report: Manly Council

MKTG311

Brand Report

30%

Manly Council

Credit 70/100

Word Count:

2998

Executive Summary

This report was commissioned to examine brand management theories and analyse them in regards to a particular case study: Manly Council.

Specifically, the research draws attention to Keller’s Brand equity model and the brand-positioning concept that identifies the points of parity and points of difference of a brand in relation to its competitors.

Manly council is located eight kilometers from Sydney’s Central Business District and has a population of approximately 40,000. The Council uses a wide variety of marketing strategies to create brand awareness, two of which will be discussed in this report: Brand Positioning through marketing to distinct demographics and Manly Council developing an online presence through social media.

The report evaluates the brand theories along side Manly Councils Marketing Strategies and concludes that the brand marketing is consistent and relevant towards attracting people into its district.

It is recommended that:

* To gain a larger cliental, Manly Council must continue creating awareness of the upgrades and developments being made.

* Advertisements should be addressing the needs of more subgroups/demographics.

* Combining the social media Facebook forums of Manly council and Hello Manly will form a larger market to create brand awareness.

* Updating and monitoring the pages weekly to enhance social activity

* Finding ways to form discussions among customers to gain market research

Table of Contents Page Number

Title Page 1

Executive Summary 2

Table of Contents 3

Introduction 4

Theories and Concepts 5-6

i. Keller’s Brand Equity Theory

ii. Brand Positioning: Points of Parity/Points of Difference

Case Study Introduction 7

Brand Strategies 8 – 9

i. Brand Positioning through marketing to distinct demographics...