Brand analysis of M.A.C cosmetics

The paper should be 1400 words long. Can you please use some simple wording, some can be professional. This assignment is designed to allow you to demonstrate your understanding of the course material and your ability to apply it to a real-life example. Your assignment is to select a real brand and conduct an analysis for that brand. The goal of this assignment is the analysis of a brand, critiquing what has been done and suggesting changes and ideas for improvement. As a result, you should assess its sources of brand equity and suggest ways to improve and leverage that brand equity. Generally, the deeper you get into the company, the more insightful the project becomes, and the greater the likelihood that your recommendations will be implemented and you will have an impact*. You are encouraged to select a brand for which public information is readily available and the assignment should be based entirely on information from public or secondary sources, company web sites, as well as your own professional experiences and insights. Do not expect you to conduct any surveys or primary research**. *Pre-approval is needed once you select your brand. Please explain the rationale for selecting this brand in the relevant thread on the discussion forum. Components Brief introduction (max one paragraph) Brand inventory – This involves an analysis of the firm’s brand portfolio and the brand’s current positioning in the marketplace the company operates in. – Owner of the brand, History of the brand, Products/Services offered under this brand, Positioning of the brand, Brand Elements (names, URLs, logos, symbols, characters, slogans, jingles, packaging), Distribution (where is the brand available?), Approximate value of the brand (include revenues, profitability, budget, etc.) 2. Brand Analysis – Offer a detailed analysis of consumers’ brand knowledge structures based on the customer-based brand equity framework Assess brand associations at each level of the consumer-based brand equity pyramid based on secondary evidence only (e.g. based on consumer reports, consumer groups, discussion group web sites, magazines, newspapers) *** Suggestions and Recommendations Summarise the extent to which the brand has succeeded or can succeed and recommend two either strategic or tactical recommendations that could improve it over the short term (i.e. 18-24 month period). Recommendations should be closely integrated to reassure brand image, awareness and equity.