The END ...

Dear readership,

It’s time to say goodbye. After all, all good things come to an end.

This brand audit was a challenge for us and sometimes, like our favorite superheroes, we had to face difficulties as Marvel and DC Comics are very diversified brands and some of our tools were unadapted to such giants (for example the Lovemarker model).
But it was a real pleasure to undertake this brand audit. We much enjoyed it and we truly hope you did too! If there is one thing to be said, it would probably be “Let the competition carry on”.

Marvel is for sure one step ahead but DC Comics has a sword!

The brand inventory part revealed very interesting information about both brands and allowed all of us to see a distinction. To sum up, we have been through the study/analysis of their brands elements, of their current marketing, communication, distribution and pricing programs, of their branding strategies (extensions, sub-brands, etc.), of their branding portfolio: architecture & archetypes, of competition and of their brand positioning notably via Keller and Jobber models.

As for the brand exploratory part, we got juicy details and in-depth insights. Besides, we would like to thank each person who agreed to share his or her opinions, feelings, beliefs. You were great! In retrospect, we have been through the study/analysis of their brand positioning from customers perception via Keller method, of their brand awareness and brand image (Lovemarker test, brand associations game, brand awareness survey), of customer knowledge via a perceptual map, of brand experience via the brand experience scale model and of the customer-based brand equity (CBBE) via the brand resonance model of Keller by identifying the sources of brand equity and by giving recommendations to grow it.

 It is not a farewell, we would be back for new adventures, because as we promised you, we are the Skema BS Justice League, here to serve and protect you!

Yours sincerely,

Bat Laurie-Anne, Super Morgane, Wonder Elsa and Cat Julia