B

GROUP MEMBERS:
UNZILA ZAMEER (23801)
WASMA JUNAID (16432)
SAUD SHAHID (23036)
ERUM (26457)

SUBMITTED TO:
MA’AM AMBREEN BASHIR
BRAND MANAGEMENT, FALL 2019

Acknowledgement

First, we would like to thank the Almighty Allah who guided us towards the right path every
time. We have been helped and blessed much in every way in our lives which is all Allah’s
mercy on us.
We would like to thank our supervisor Ma’am Ambreen Bashir for the guidance, help and
support we received from her in every step. In class she taught us how to do brand audit. She was
always ready to help us and guide us throughout this course journey and would like to thanks
EPS president and General Secretary for taking out time and giving us interview.
Special thanks to all the respondents for their support, feedback and time, which helped us to
complete our research. Their presence, genuine responses and input helped us analyze this topic
accurately.

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ABSTRACT
The purpose of this study is to understand the brand audit of EPS society. Brand audit research is
based on members and nonmembers of EPS society. Our sample for this research is IoBM
students. We went with convenience non-probability sampling method to be more specified. EPS
is one of the oldest society of IoBM, it has 140 members. All members’ queries are resolved by
general secretary of EPS. We have discovered that EPS is one of the most popular societies in
IoBM. The insights we have gotten have made us conclude that the one thing they can do to
improve themselves is delve deeper into events and do more!

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Table of Contents

Acknowledgement.....................................................................................................................................2
ABSTRACT...............................................................................................................................................3
RESEARCH FIRM...................................................................................................................................5
BRAND NAME:....................................................................................................................................5
BRAND LOGO:....................................................................................................................................5
BRAND COLORS:................................................................................................................................5
TAGLINE:.............................................................................................................................................5
BRAND MANTRA:...............................................................................................................................5
BRAND POSITIONING STATEMENT:............................................................................................5
MARKET STRUCTURE..........................................................................................................................6
ABOUT IoBM:......................................................................................................................................6
INTRODUCTION:................................................................................................................................6
ENTERTAINMENT PLUS SOCIETY (EPS):....................................................................................7
EPS LOGO:...........................................................................................................................................7
EVENTS OF EPS:.....................................................................................................................................7
JASHAN-E-BAHARAN 2019:..............................................................................................................7
FRESHERS' NIGHT 2018:..................................................................................................................8
VOICE OF IoBM 2019:........................................................................................................................9
JASHAN-E-BAHARAN 2018:..............................................................................................................9
VOICE OF IoBM 2018:......................................................................................................................10
EID MILAD UN NABI (SAW) 2018:.................................................................................................11
JASHAN-E-BAHARAN 2017:............................................................................................................11
FRESHER’S NIGHT 2017:................................................................................................................12
IoBM MILAD 2016:............................................................................................................................12
RESEARCH METHODOLOGY:..........................................................................................................14
DATA...................................................................................................................................................14
QUESTIONNAIRE:............................................................................................................................16
RESEARCH QUESTION:..................................................................................................................16
BRAND JUDGEMENT:.................................................................................................................16
BRAND RECALL:..........................................................................................................................16

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BRAND LOYALTY:.......................................................................................................................16
BRAND RESONANCE:..................................................................................................................16
BRAND AWARENESS:.................................................................................................................16
BRAND ASSOCIATIONS:.............................................................................................................16
BRAND FEELINGS:.......................................................................................................................17
INCLUSION CRITERIA:..................................................................................................................17
SAMPLE & SAMPLING TECHNIQUE:.........................................................................................17
BRAND AUDIT:......................................................................................................................................17
SCOPE OF THE RESEARCH:..........................................................................................................17
OBJECTIVE OF THE RESEARCH:................................................................................................17
METHODS:.........................................................................................................................................17
TARGET AUDIENCE:.......................................................................................................................17
BRAND INVENTORY............................................................................................................................17
BRAND ELEMENTS:........................................................................................................................17
TAGLINE:...........................................................................................................................................17
BRAND POSITIONING STATEMENT:..........................................................................................17
BRAND MANTRA:.............................................................................................................................17
MARKETING PROGRAMS.................................................................................................................18
BRAND POISITIONG:..........................................................................................................................18
POINTS OF PARITY (POP):.................................................................................................................18
POINTS OF DIFFERENCE (POD):..................................................................................................19
BRAND EXPLORATORY:....................................................................................................................19
AWARENESS:....................................................................................................................................19
PERFORMANCE:..............................................................................................................................19
JUDGMENT:.......................................................................................................................................19
IMAGERY:..........................................................................................................................................19
FEELINGS:.........................................................................................................................................19
FUN:.....................................................................................................................................................19
EXCITEMENT:..................................................................................................................................19
SECURITY:.........................................................................................................................................19
CONFIDENCE:...................................................................................................................................19
BELONGING:.....................................................................................................................................19
BRAND RESONANCE MODEL:..........................................................................................................20

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BRAND ASSOCIATION MAP:.............................................................................................................21

BRAND IDENTITY PRISM:.................................................................................................................21
RECOMMENDATION:.........................................................................................................................21
APPENDIX..............................................................................................................................................22

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RESEARCH FIRM

BRAND NAME:
Kaleidoscope is a research firm Established in 2019. Kaleidoscope means, viewing things in all
dimensions Kaleidoscope gather and analyze data about customers, target market, competitors,
distributors, and other actors and forces in the marketplace.
BRAND LOGO:

BRAND COLORS:
Blue, purple, green and yellow. It represents diversification.
TAGLINE:
Innovation through broadening horizon
BRAND MANTRA:
Effective research solution
BRAND POSITIONING STATEMENT:
Kaleidoscope is for the one stop solution for organizations looking to grow and
prosper through cutting edge research and innovation solutions.

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MARKET STRUCTURE
ABOUT IoBM:
Established in 1994, Institute of Business Management (IoBM) is the premier Institute for
business management in the country. Throughout its existence, IOBM has emphasized on
encouraging students to develop understanding of business concepts, think independently, and
make rational decisions, applying their knowledge in real-world scenarios. They are trained to
become active participants and leaders, and to become responsible members of the society.
Students take part in a variety of activities, ranging from volunteering for charity work and
participating in athletic events to organizing conferences on a variety of business issues. Majority
of the top management positions in leading companies, corporations and banks of Pakistan are
held by the alumni of IOBM. The IOBM graduates have worked and matched in performance
with the graduates of the most distinguished business schools of the world and is the school of
choice for most of the young men and women interested in careers in business. The Institute is
making a difference in its own way by globally exchanging students and look forward to setting
a better position for itself not only locally but globally and to the send the message of prosperity
from our country Pakistan.
INTRODUCTION:

Institute of Business Management has various societies and clubs. These bodies have proper
management team of students and a mentor faculty. They organize several events in a year. Each
society can organize maximum of 3 events in a year. Out of which 2 are minor events and 1 is a
major event. These societies play an interesting role in building the practical experiences of
students in different fields like marketing, human resources, social enlightenment, management
practices and many more. The name of societies and club currently prevalent in IoBM are as
follows:

1) CBM Society of Health Managers

2) Dialogue Society

3) Egalitarians Society

4) Entertainment and Publications Society

5) vanquishers (sport society)

6) IoBM club of Entrepreneur

7) Sustainable living society (SLS)

8) Finance Society

9) Literary and Public Speaking Society

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10) Mathematics Society

11) Marketing Society

12) Social Welfare and Trust Society

13) Strategic Human Resource Society

14) DIGICON INFORMATICS SOCIETY

15) Society of Eğlence and Technologies (SETs)

ENTERTAINMENT PLUS SOCIETY (EPS):

Established in the year 2002, Entertainment Plus Society (EPS) is one of the most prominent
society of Institute of Business Management. EPS works as an entity run by the students of
IoBM, having independent minds, unusual talents, and thirst for change. The society strongly
believes that each one of us deserves to be a happy individual, hence, the E (Entertainment) in
the name of the society suggests that we put in, all our energies to provide utmost and the purest
form of entertainment to our audience and bridge the gap between students’ chaotic life and the
pleasures of life through diverse events. Calling this student based Organization; an Event
Management Agency would be just because it has been one of the platforms providing events of
National Level.
Over a period of 15 years, the society is religiously offering events like Jashan-e-Baharan,
Concerts and different Celebrations on behalf of the University, for instance, “Institute's 20th
Year Celebration”, which has made it, an Organization known among all the Institutes of
Pakistan catering thousands of audience in number of events each year.
EPS LOGO:

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EVENTS OF EPS:
JASHAN-E-BAHARAN 2019:
Jashan-e-Baharan 2019 is a food and music festival at Institute of Business Management on 12th
April 2019 featuring Natasha Baig, Strings and other emerging artists.
Ticket Price: Rs 1200
First Phase of Early Bird (Rs 800)
Second Phase of Early Bird (Rs 1000)

FRESHERS' NIGHT 2018:

In year 2018 it was a free social event of VOICE OF IoBM so that everyone including
freshmen, sophomores, juniors and senior can relish together. EPS surprises the institute yet
again with its charismatic efforts and devotion, by the majestic performance of Bilal Khan.

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VOICE OF IoBM 2019:

With a widely successful season one last year, EPS bring back the highly anticipated event of the
year, Voice of IoBM, to witness the enthusiasm like never before. Melodious tunes and charming
voices.

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JASHAN-E-BAHARAN 2018:
Ustad Rahat Fateh Ali Khan performed live at Jashan-e-Baharan 2018 was n the line with the
theme “Music For Humanity” EPS collaborated with Rotary Pakistan Literacy Mission and
Portfolio Managing Events to support the noble cause.

Tickets:
Rs.2,600 per person
Early Bird Discount: Rs.2,000 per person (for first fifteen hundred tickets)

VOICE OF IoBM 2018:

The voice of IoBM is an open platform to promote the voice of the students (nominated by their
reverenced societies) on more astronomically immense scale where they will not only get a
chance to present themselves in a salubrious competitive environment, but withal, get reviews
regarding their voice from professional judge. The winner of voice of IoBM season 1 was Ali
Mobashir.

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EID MILAD UN NABI (SAW) 2018:

Eid Milad un Nabi (SAW): In a world of losing hope and shaking faith, EPS brought Milad to
reconstruct and polish the good faith with soothing recitations in praise of Allah and the Holy
Prophet (P.B.U.H), February, 2018.

JASHAN-E-BAHARAN 2017:
Featuring Atif Aslam & Ali Zafar

Jashan-e-Baharan 2017 was a Star-Studded night at IoBM. The stellar line-up of performances
included Ali Gul Pir’s phenomenal gig, giving a sensational opening to the night. The absolute
magic began as star of the stars, Ali Zafar grasp the stage, putting thousands of hands up in the
air and the collective screams of his fans were among the highest notes hit at the concert. Soon,
with a burst of fire at the stage and a kick-drum, the lights went up on to the Eminent Star “Atif
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Aslam” who got the crowds to sway in sync to his songs. He broke open into a crowd-pleasing
set, in front of over 5,000 audience including students, alumni, faculty, and administration of the
Institute.

The concert caused quite the stir around and it was not just because of the stars but also with the
scrumptious collection of food from over 60 different delightful food brands. In short, all the
stars graced the Event by their enthralling voices and it was a night to be remember for years

FRESHER’S NIGHT 2017:

Featuring Farhan Saeed

Fresher’s Night is a way of congratulating and welcoming the new incoming students onboard.
This year’s Fresher’s Night typically featured a concert of Farhan Saeed and a food street
comprising of different food chains. The flawless night offered a host of activities including the
bouldering performance of the heartthrob superstar of the music Industry.
To keep the buzz going, the stalls of distinctive brands kept the crowd engaged. The night
concisely was a day for each fresher, where they determined the real essence of the Institute.

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IoBM MILAD 2016:

Honor, celebrate and seek inspiration from the life of Prophet Muhammad (PBUH). EPS
cordially celebrate Annual Eid Milad-un-Nabi (S.A.W.W.) on Monday, February 15, 2016.

RESEARCH METHODOLOGY:

DATA
The data of our research is primary data and secondary data. Primary data that we have collected

from a questionnaire; Primary data is more accurate data because it is directly collected from

population sample, it is up to date and researcher can resolve the issue immediately if respondent

is having concerns or they are not able to understand any question. This is a quantitative

research. This will help the researcher to analyze the problem deeply. This research examine the

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brand awareness and usage, brand resonance, brand judgement, brand performance, brand

imagery and brand feeling of EPS society. Data was collected from 60. Secondary research was

done using the official website of IoBM. We also conduct qualitative research and was based on

focus group of EPS society.

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INSIGHTS:

We interviewed Rasool the president of the society who proudly claimed that EPS considers
itself one big inclusive family. They have a huge influx of individuals joining the society each
year and they aim to take their events from one standard to the other.
They also have heard the general accusation on the society where it is claimed that because
sponsor ships are easier for them the administration has a bias towards the society- they have
deemed them completely false.
From the questionnaires we have gathered that students hold EPS in high regard, they like the
society and would like to be a part of it at some point during their time at IoBM. A lot of students
posed a neutral stance by which they are indifferent towards the societies and the planning
process of an event.

QUESTIONNAIRE:
The main research instrument used for the purpose of the study was a questionnaire. The

Questionnaire consisted of twenty four questions. The questionnaire consisted of both open and

closed ended questions. The open ended questions gave consumers the freedom to express their

feelings. The closed ended questions made use of several attitude scales. The questionnaire is

attached in Appendix.

RESEARCH QUESTION:
Following questions were addressed by our research:

BRAND JUDGEMENT:
Through the help of this study, we tried to find out the various perceptions the consumers have

associated with EPS over the years.

BRAND RECALL:
We have used unaided recall methods in our questionnaire to find out the brand recall of EPS.

BRAND LOYALTY:
The research also helped in finding out the extent of loyalty students have developed towards

EPS.

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BRAND RESONANCE:
Research also helped to find out the relationship that a student has with EPS and how well they

can relate it.

BRAND AWARENESS:
The research also helped to finding out the extent of which students are familiar with the quality

or image of EPS.

BRAND ASSOCIATIONS:
The study also discovered the different associations or linkages the students have deep seated in

his/her mind about the brand.

BRAND FEELINGS:
The research also helped in finding out the feelings students have developed towards EPS.

INCLUSION CRITERIA:
Our research includes both members and nonmembers of EPS society.

SAMPLE & SAMPLING TECHNIQUE:

The technique we are using is Non-Probability Sampling technique as we cannot collect data

from the entire population as it will be an impossible task for us. Our sample size will is 60. The

method which have used is Convenience Non-Probability sampling method.

BRAND AUDIT:
SCOPE OF THE RESEARCH:
The scope of this research is to conduct the brand audit of EPS society.

OBJECTIVE OF THE RESEARCH:

In this research, the main objective is to study the brand awareness, brand resonance and brand
performance of EPS society
METHODS:
This audit has been conducted using primary and secondary data.
TARGET AUDIENCE:
Members and nonmembers of EPS society at IoBM. Who are studying Bachelors or Masters
Who like to participate in extra circular activities.

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BRAND INVENTORY

BRAND ELEMENTS:
TAGLINE: The oldest society in IoBM, bringing quality entertainment for ALL students!

BRAND POSITIONING STATEMENT: EPS considers itself as the pioneering events society
for the university. From hosting a range of events which celebrate the very essence of being a
student of the university. The society strongly believes that each one of us deserves to be a happy
individual, hence, the E (Entertainment) in the name of the society suggests that we put in, all
our energies to provide utmost and the purest form of entertainment to our audience and bridge
the gap between students’ chaotic life and the pleasures of life through diverse events. Calling
this student based Organization; an Event Management Agency would be just because it has
been one of the platforms providing events of National Level.
Over a period of 15 years, the society is religiously offering events like Jashan-e-Baharan,
Concerts and different Celebrations on behalf of the University, for instance, “Institute's 20th
Year Celebration”, which has made it, an Organization known among all the Institutes of
Pakistan catering thousands of audience in number of events each year.

BRAND MANTRA: It is the oldest society of IoBM which has been conducting events
known not just for the number of members it has but also for hosting quality wholesome
events for all members of the IoBM Family!

MARKETING PROGRAMS
EPS has been very active in Social Marketing such as Facebook and Instagram.

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BRAND POISITIONG:
POINTS OF PARITY (POP):
The points of parity for EPS are that it provide entertainment to students.

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POINTS OF DIFFERENCE (POD):

The most important Pod for the EPS is that they provide platform for talented singers (Voice of
IoBM), their events like freshener night and sponsors they get.

BRAND EXPLORATORY: (ACC TO RESPONSES)

AWARENESS:
Questions were included to check the recognition and recall of EPS society.

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The results show that 93.2% students were aware of EPS.

The results show that 68.4% responded EPS, 10.5% responded SWAT, 7% responded SHRS,
3.5% responded LPSS and rest had 1.8%.
PERFORMANCE:
89.8%

89.8% students said yes however 10.2% said no in response to the question.

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89.8% students said yes however 10.2% said no in response to the question.

84.7% students said yes however 15.3% said no in response to the question.

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94.9% students said yes and the rest said no in response to the question.

JUDGEMENT:
We used the Likert scale for this question. Where 5 was strongly agree and 1 was strongly
disagree.
Here again the responses were favourable. In the first question 5.1% strongly disagreed however
52.5% strongly agreed. In response to how likely would they want to be a part of EPS, 47.5%
strongly agreed, 22% agreed, 16.9% were indifferent and 11.9% strongly disagreed.

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IMAGERY:

In response to the question, what is the first thing that clicks in your mind after you hear the
word EPS, 40.7% responded Concerts and 47.5% responded entertainment.

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FEELINGS:
Students have the following reactions and emotional feelings towards EPS society.

FUN:
27.6% students enjoyed and had fun during concerts.
EXCITEMENT:
43.1% students feel energized and refreshed after each and every events.
SECURITY:
EPS is one of the oldest society of IoBM and so there is a very strong sense of trust and security
associated with the EPS.
CONFIDENCE:
8.6% students feel confidence due to EPS.
BELONGING:
12.6% students feel a sense of belonging due to EPS.

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Salience Event Management Society at Iobm,

Concerts such as freshers Night and Jashn E Baharan

Performance ISSf 19 winner,

Successfully organizing entertainment events since 2002,
Imagery Entertainment
Concerts and Food Gala(voice of iobm & fresher’s night)
Judgements Huge Responsibility for conducting and controlling Big Budgets,
Huge amount of Sponsorship
Responsible for welcome treat to new batch at Iobm each year (freshers
night)
Feelings Excitement and Fun
Resonance Most favorable society at Iobm, Most events by a society at Iobm in an
year, society with highest number of active members

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BRAND ASSOCIATION MAP:

CONCERT

FRESHNER BRAND ENTERTAIN

NIGHT ASSOCIATION MENT

FUN

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BRAND IDENTITY PRISM:

 Physique:
The oldest society in IoBM, bringing quality entertainment for ALL students,
Entertainment Redefined and the logo symbol.

 Personality:
Young, Cool, Trendy, Energetic, Fun Loving, Confident

 Relationship:
Strong, Trust worthy, Positive image

 Culture:
Homely, Family like feeling, People get along fine, Motivated, Growth, Women
Empowering

 Reflection:
Expectation level high and Trendsetter

 Self-Image:
Proud, Happiness, Entertainment

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RECOMMENDATION:

The responses for EPS were very favourable in the survey that we conducted however we would
like to recommend few improvements which are listed below,

 EPS should increase the number of events in a year. They have only 3 to 4 fixed events
such as Jashan-e-Baharan, Fresher’s night, Eid Milad un Nabi. Events could be on
smaller scale unlike Jashan-e-Baharan.

 EPS should add new events in their portfolio like Voice of IoBM which was a huge
success among the students.

 EPS should work on improving their image in the eyes of non-member students. As they
feel that EPS is a money motivated society whose members earn money on the side.
However, that is not the case as like all societies EPS goes through strict scrutiny from
the finance department of the institute.

 EPS should also associate themselves with some social issues. They should emphasize
on the importance of keeping institute clean during their events. They can start clean up
drives to encourage such behavior among students. They can also educate students on
harassment issues and concert ethics. As previously there were some issues and
complaints regarding harassment at their concerts.

 EPS should do collaboration with other societies as well. They should do joint events
that would help eliminate negative feelings for EPS and also give them more scope to
work at.

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APPENDIX
Questionnaire

BRAND AWARENESS AND USAGE:

Q.1) what societies are you aware of in IoBM?
Q.2) which society do you prefer to be in?
Q.3) have you been a part of any society? Which one?
Q.4) if you were asked to join a society now, which society would you choose to be in?
Q.5) what are your favorite societies currently present in IoBM?

BRAND JUDGEMENTS
Q.1} how favorable is your attitude towards EPS society?
Q.2} how likely would you be part of EPS society?
Q.3) what is the most unique thing about this society?
Q.4) compare to other societies how well does EPS stand with other societies at IoBM

BRAND PERFORMANCE
Q.1) is EPS one of the best societies at IoBM?
Q.2) does EPS offer extracurricular support to its member?
Q.3) does EPS offers its member some extra benefits?
Q.4) is it easier for EPS to attract sponsors as compare to other societies?
Q.5) does the presidential board of EPS seems friendly/cooperative?

BRAND IMAGERY

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Q.1) what is the first thing that clicks your mind when you hear word EPS society
 Entertainment
 Fun/gala
 Concerts
 Media
 Events

Q.2) do you think being part of EPS society makes you stand out at IoBM
 Yes
 No

Q.3) to what extend you think EPS society helps member learn event management with respect
to their degree at IoBM?
Rating scale
Q.4) is EPS society a must join for student at IoBM to groom his personality?
 Yes
 No

BRAND RESONANCE
Q.1) I like the events conducted by EPS society
Q.2) I attend all the events conducted by EPS
Q.3) I would attend EPS event irrespective of who is performing
Q.4) EPS society is only famous for the concerts they conduct
Q.5) I am proud to be a member of EPS society

BRAND FEELING:
Q.1) does EPS give you a feeling of…
A. Fun?
B. Excitement?
C. Sense of security?

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D. Sense of confidence?
E. Sense of belonging?

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