Part Two: Identify if your brand has modified its Mental Availability as a result of COVID-19:

Draw on feedback received from your team report to analyse how your allocated brand has maintained or built its Mental Availability during COVID-19. Choose two competitors to compare and contrast to your brand’s efforts. 

2A Provide a brief overview of marketing efforts of the brand to build Mental Availability, critique efforts against evidence on how to grow brands (refer to examples in your appendix of what the brand has communicated in Australia and globally during COVID-19). Repeat this analysis for two other brands and draw on course concepts to explain whether you expect their Mental Availability to be maintained, to have grown or to have declined. Justify your conclusion.

2B Examine in more detail the brand messaging across the market for three brands (your brand and two others). What type of links are they building to their brand. Have they changed messaging for COVID-19? If yes, explain if you think this is useful to maintain or grow the brand. Prioritise messaging for the brand during COVID-19 and discuss if this will alter post COVID-19. Justify your views. 

2C Provide a summary of potential Distinctive Assets for your brand (group by asset type) recommended for testing with consumers. Briefly discuss the use of Distinctive Assets in advertising by the brand before and during COVID-19. Include a table comparing types of Distinctive Assets used by your brand with two other competitors. Prioritise the Distinctive Assets to use during COVID-19 and discuss if the priority would change post COVID-19. Explain your reasoning and support by incorporating course concepts on how Distinctive Assets can help build Mental Availability.