SampleProposal_LoganPaul

Brand Audit Proposal : Logan Paul Ryerson University MKT 510-011 Professor Rishad Habib Brand Audit Proposal: Logan Paul Contextualize The Brand Our Brand Proposal will focus on Logan Paul , the popular multi -platform entertainer yet controversial social media personality. He is well- known for his successful YouTube channel with over 23 million subscribers, professional boxing career , and popular online podcast . His exhibition boxing match with former professional boxer, Floyd Mayweather Jr , sold one million pay- per-view buys generating $50 million and launching Paul's brand popularity into the

national spotlight . However, Paul remains controversial in both his actions and image . He has switched careers and brand image several times in just a few years seemingly at random. During that short time , Paul has engaged in several legal disputes, has been cancelled on social media and is suspected of illegal conduct. His most notable action has been uploading video footage of a deceased body to his YouTube channel that sparked significant outrage . He is unpredictable yet retains a large and loyal fanbase . Summarize Why you think this brand requires an audit Logan Paul has spent years in online spaces building his brand. He is one of the most controversial stars on YouTube , while also one of the most successful. Logan has created a distinctive and durable brand that allows him to accomplish greatness in many different avenues . However , during the journey of developing his brand , Logan Paul has been involved in many controversies and scandals3 that resulted in him being sued , cancelled and suspected of legal misconduct multiple times . Subsequently , these incidents negatively impacted Logan's brand. Although he was able to recover from these issues , they demonstrate that Logan Paul's brand image is not very reliable or consistent. His unpredictability causes other brands to feel worried about partnering with him . Therefore , a brand audit is required for Logan Paul to identify his brand's weakness and create an effective marketing strategy for Logan to maintain an appropriate, consistent and durable brand image . reasoning to conduct brand audit Plan for gathering information and evidence. There's no separation between Logan Paul and his brand . Since Logan Paul is his brand , whether people like the brand or not is determined by whether people like him . Hence, for this brand audit , a Brand Exploratory about Logan Paul would be required to understand what consumers think and feel about the brand and determine the sources of his Brand Equity . Firstly, we will conduct several Preliminary Activities before our Primary Research such as researching secondary sources, creating a Brand Inventory and interviewing internal personnel and groups who have worked with and for the Logan Paul brand. Secondly, we will conduct our Primary Research through Qualitative Collection techniques such as surveys and focus groups through social media and other online mediums . From there, we can build Brand Resonance and Mental Map models to examine how strongly his consumer audience resonates with his image . Lastly , once we conclude our Primary Research on Logan Paul's reputation , we will recommend a Brand Positioning statement to determine the desired Brand Awareness and Brand Image and Points - of parity and points -of- difference that we believe are needed . Brand Audit Proposal: Logan Paul

DRA FT KINGS SPORTSBOO K CHIO NNO VA TAR Logan Paul versus Floyd Mayweather Jr. Getty Images Figure Two: Notable facts and statistics 1. Successful YouTuber 23.2 million subscribers 5.8 billion total views • Placed among the top 140 subscribed channels on YouTube 10th highest - earning YouTuber in 2018 Possesses a net worth of $35 million Receives millions of dollars in Brand Audit Proposal: Logan Paul 2. Achieving success in different ways YouTube ad revenue and sponsors on his videos Merchandise : Maverick Clothing Sold $ 40 million worth of merchandise within 9 months of launching • Podcast: Impaulsive o featured many social media

icons such as Riley Reid and brother Jake Paul o Generates millions in views , adsense , and sponsorships • Boxing o fought famous YouTuber KSI on November 9, 2019 ( 2.25 million live viewers and generated approx . $11 million) o fought Floyd Mayweather in an exhibition boxing match on June 6, 2021 (generated about 1 million pay -per- view buys on Showtime) Acting Career featured in films such as The Thinning and television shows including Law & Order: CVU • Music: Goodbye KSI • Making music is more for fun rather than serious for Logan 。 Although his music videos on YouTube still get him millions of views, generating easy income 3. Controversies and Scandals Filming a dead man in a forest Maverick apparel lawsuit • Inappropriate behaviour/ negative influence on children Animal abuse Destruction of Public Property Planeless Pictures Lawsuit • Self proclaimed brain damage Brand Audit Proposal: Logan Paul

Background Introduction to Logan Paul Reason for Brand Audit Brand Internal and External Analysis Brand Exploratory - Secondary Research Overview of Logan Paul Brand , Brand Inventory Brand Elements ( Target Audience , Competitive analysis, SWOT Analysis , Brand, etc. ) Key Issues of Logan Paul Brand - Controverses Personal Interpretation of the Brand Results of Primary Analysis Introduce Research Methods Qualitative techniques - Online Surveys Interviews Focus Groups Primary Research Sample Size Public Perceptions Recommendations - Recommendation One -

Introduce Recommendation - Who , What, Where , When , Why , How Address how the solution will mitigate the problem statement Recommendation Two Introduce Recommendation Who , What, Where , When, Why , How Address how the solution will mitigate the problem statement Recommendation Three Conclusion References Appendix - Introduce Recommendation Who , What , Where, When, Why , How Address how the solution will mitigate the problem statement