Emma Watson Brand Audit
aabol2Emma Watson
Brand Audit
Presented by: Allie Boland, Phoebe Stevens, Kent Do and Zhiyin You
Products and Services
Actress
- Harry Potter 2001-2011
- Ballet shoes
- The Tale of Despereaux
- My week with Marilyn
- Perks of being a WallFlower
- The Bling Ring
- This is the End
- Noah
- The Vicar of Dibley
- Colonia
- Regression
- Beaty and the Beast
- The Circle
Activist
- Education for all girls globally
- Equal rights as a Human Right
- HeForShe Campaign
- UN Women GoodWill Ambassador
Presented by: Allie Boland
EMMA WATSON
Lancome
Burberry London
People Tree
Brand Extention
Presented by: Allie Boland
EMMA WATSON
Direct/Indirect competitors of
Emma Watson
Emma Stone
Jennifer Lawrence
Zac Efron
Demi Lovato
Katy Perry
Presented by: Allie Boland
EMMA WATSON
Emma Stone
Emma Watson
Emma Stone
and
Emma Watson
- Born: April 15, 1990
- Actor
- First recognised at age: 11
- Time Magazines most influential People
- HeforShe and UN GoodWill Ambassador
- Twitter Followers: 22.9 million
- Net Worth: $70 Million
- Born: November 6, 1988
- Actor
- First recognised at age: 17
- Forbes' Most Powerful Celebrities
- Stand Up to Cancer
- Worldwide Orphan's Foundation
- Twitter Followers: 187k
- Net Worth: $9 Million
Presented by: Allie Boland
EMMA WATSON
Jennifer Lawerence
Emma Watson
- Born: August 5, 1990
- Actor
- First recognised at age: 19
- Time Magazines most Influential People
- Jennifer Lawrence Foundation
- Twitter Followers: 463K
- Net Worth: $110 Million
- Born: April 15, 1990
- Actor
- First recognised at age: 11
- Time Magazines most influential People
- HeforShe and UN GoodWill Ambassador
- Twitter Followers: 22.9 million
- Net Worth: $70 Million
Jennifer Lawerence
and
Emma Watson
Presented by: Allie Boland
EMMA WATSON
Positioning of the Brand
- Target Market
- Point of Parity
- Point of Difference
- Brand Mantra
Presented by: Phoebe Stevens
Presented by: Phoebe Stevens
EMMA WATSON
Brand Element
- Memorability
- Meaningfulness
- Likability
- Transferability
- Adaptability
- Protectability
Presented by: Phoebe Stevens
EMMA WATSON
Service Strategy
Distribution Strategy
IMC Strategy
Pricing Strategy
Marketing Mix
Presented by: Phoebe Stevens
EMMA WATSON
Competitors
- $110 million net worth
- 66.2k Instagram (fan)
- 463k Twitter (fan)
- 16.2 million Facebook
- $18 million net worth
- 241k Instagram
- 187k Twitter
- 526k Facebook
Jennifer Lawrence
Emma Stone
Presented by: Phoebe Stevens
EMMA WATSON
Brand Recognition
- Extremely
high recognition
- Reasons:
- Famous actress
- HeForShe campaign
- Models for many famous brands and magazines.
- Many awards and achievements
Presented by: Kent Do
EMMA WATSON
Brand Recall
•High
brand recall when thinking about the famous actress.
•Play
in many movies
•Positive image to the public
•Activist for non-profit organisation
Presented by: Kent Do
EMMA WATSON
Presented by: Kent Do
EMMA WATSON
Salience
•A
class Hollywood actress
•Activist
of UN Women – HeForShe
Campaign.
•Exceptional
education achievement (Elle)
•Top
5 of most followed actors on Twitter (Fanpagelist)
•Top
50 of most followed celebrities on Twitter (Forbes)
Presented by: Kent Do
EMMA WATSON
Performance
•Primary
ingredients and supplementary features
•Movies
are rated fairly high (IMDb)
•One
of the most beautiful women in Hollywood (IMDb)
•Outstanding
academic achievement
•Style
and Design
•Beautiful
•Continuously changing appearance
•Price
•Much higher compared to 2 direct competitors
Presented by: Kent Do
EMMA WATSON
Imagery
User
profile
- Producers
- Famous
brands
- Non-profit organisations
Usage
and purchase situation
- Female
role
- Promote
brands
- Promote
charity events, organization, campaign
Brand
personality and value
- Competence
- Sophistication
- Excitement
- Lancôme
Paris: Fresh, young and vibrant spirit
Brand
history, heritage and experience
•Harry
Potter
•Graduation
from Brown University (Bachelor of English Literature)
Brand history, heritage and experience
- Harry Potter
- Graduation from Brown University (Bachelor of English Literature)
- Career as an activist
Presented by: Kent Do
EMMA WATSON
Judgement
•Brand
quality
•High
quality
•High
rated movies
•Many
award
•Brand
credibility
•High
credibility
•Expertise
at famous A-class actress.
•High
trustworthiness
(no scandals, many achievements)
•Likability:
many followers and interaction on social networks
•Brand consideration
•Choices of many directors, organization, brands
•Brand superiority
•High quality skills
•High image
•Not special or superior compared to other competitors such as Emma Stone and Jennifer Lawrence
Presented by: Kent Do
EMMA WATSON
Feeling
•Warmth
•Non-profit
organization (UN Women)
•Charity
(People Tree collaboration)
•Excitement
•Starring
in different movies with different genres
Presented by: Kent Do
EMMA WATSON
Resonance
•Behavioral
loyalty
•Repeat
purchase
•High
revenue with presence of Emma Watson:
•Harry
Potter and the Deadly Hallows (Part 1): $960,283,305
•This
is the End: $126,041,322
•Noah:
$362,637,473
•Attitudinal
attachment
•Beside
movies, fan of Emma Watson also gives their attention to her other projects
•Other
projects are usually mentioned in her post on social media
•Sense
of Community
•Deadline:
One of the most engaging actress on social media.
•Average
interaction of her post: 1866 comments (Facebook)
•
•Sense
of Community
•Deadline:
One of the most engaging actress on social media.
•Average
interaction of her post: 1866 comments (Facebook)
•Active
engagement
•More
than 56 millions followers on Social Network for continuous engagement
between
Emma Watson and fans
Presented by: Kent Do
EMMA WATSON
Presented by: Kent Do
EMMA WATSON
Presented by: Kent Do
EMMA WATSON
