Emma Watson Brand Audit

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Emma Watson
Brand Audit
Presented by: Allie Boland, Phoebe Stevens, Kent Do and Zhiyin You
Brand Inventory
EMMA WATSON
 Presented by: Allie Boland and Phoebe Stevens
History of Emma Watson
Presented by: Allie Boland
EMMA WATSON
History of Emma Watson 
Born on April 15th 1990
Harry Potter - Hermione Granger
Perks of Being a Wallflower and Beauty and the Beast
Emerging "Fashionista" - working with People tree
Appointed UN Women Goodwill Ambassador
Presented by: Allie Boland
EMMA WATSON
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
Brand Portfolio - Emma Watson
1. Actress
2. Active Humanitarian
3. Brand Ambassador
4. Model
5. Highly educated 
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
Value
  •  Estimated net worth $70 million 
  • 15.2 million Instagram followers 
  • 22.8 million Twitter followers 
  • 33.6 million Facebook likes
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 Exploratory
EMMA WATSON
Presented by: Kent Do
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
To Conclude
EMMA WATSON
Presented by: Zhiyin You
Emma Watson SWOT Analysis
1. Make your point concise. 
2. Concise points win points with audiences. 
3. No one likes to read a lot here.
4. Keep it short.
5. Keep it simple.
Strengths
Presented by: Zhiyin You
EMMA WATSON
Emma Watson SWOT Analysis
Weaknesses
1. Young
2. Type casted from Harry Potter films
3. Followers are mostly young

Presented by: Zhiyin You
EMMA WATSON
Emma Watson SWOT Analysis
Opportunities

1. Young

2. Building contacts over the years
3. Prove herself in her career
4. New roles in the new films
5. Quit acting for a year
Presented by: Zhiyin You
EMMA WATSON
Emma Watson SWOT Analysis
Threats
1. Quit acting for a year
2. Other actresses
3. Age concern
4. Independent
5. Gender equity issue
6. Film itself
Presented by: Zhiyin You
EMMA WATSON
Recommendations

One year leave à Risk

Missing out chances
Replaced by other actresses
Forgotten by the audiences/customers

Increase the awareness through social media platform

Regular post
Interactive

Presented by: Zhiyin You
EMMA WATSON
Recommendations

Brand Equity = Positive

• Increase the likelihood of buying new products

Young = Great Potential

Expand in her acting career
Be cautious when picking new roles/films to play
Feedbacks à Improvements

Presented by: Zhiyin You
EMMA WATSON
Thank You!
EMMA WATSON
; ;

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