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Conducting a Brand Audit on Casio and Roland Keyboards
Introduction
The brand audit is useful for understanding a company’s brand performance, understanding the brand’s strengths and weaknesses, obtaining a sense of what the expectations of the customer are, and developing an idea of how the brand is situated vis-à-vis its competitors in the market. This paper provides a brand audit of Casio and Roland keyboards. These two brands are direct competitors of Slate, and so understanding where Casio and Roland stand in the marketplace brand-wise can help Slate to develop better its own brand strategy.
Casio
Brand Personality
The brand personality for Casio is short of astonishing: Casio is a well-regarded brand in its own right (Briones, 2019). However, what the brand is best known for is its watches—not its keyboards. When it comes to keyboards, the brand is considered serviceable—effective, efficient, and gets the job done. It does come with a range of keyboards on its line, though, and each one offers consumers something unique—so it is not a one-trick pony by any means and for that reason it receives respect from average users.
Brand Image
It is not a top-of-the line brand image that Casio has cultivated for itself when it comes to its keyboards. Its keyboards are practical units that have a little bit of something for everyone. They are not the Rolls Royce of keyboards nor are they trying to be. The embrace the practical and the image presented by the brand is one of solid engineering—but nothing breathtaking or that will get one to the moon.
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for $19.88 ⤓ and Identity
The Casio brand identity is known for having good products—but if one is looking for realism, consumers are more likely to turn to competitors, such as Yamaha or Roland (Atlanta Institute of Music and Media, 2018). As Janson (2018) points out, multinational companies like Casio have a difficult task developing a consistent brand identity across cultures and across products. Not being known just for keyboards or primarily for keyboards, Casio’s brand identity suffers for this reason. Its reputation is solid but the brand is better known for its watches.
Brand Differentiation
Casio sets itself apart from its competitors by offering a solid range of keyboard products while keeping them affordable for the average user and not trying to corner the top-tier market. It presents itself as the workhorse—not necessarily as the best product on the market in terms of creating a realistic effect. Those brands, such as Yamaha and Roland, that cater to the consumer seeking realism offer something different: a product that can reach those upper heights of sound. Casio aims to be a lower-level player for the most part though it does offer a few top shelf (or close to it) options. Most consumers attracted to the Casio brand, however, will do so simply because it is a familiar and trusted brand with other products. It differentiates simply by resting on the laurels of the brand.
Brand Positioning
There are not too many ways a keyboard is going to be able to stand out—but Casio is positioned to be the one that does because it makes its product available everywhere. One can purchase it on Amazon’s site, Walmart’s, Best Buy’s or virtually any other electronic retailer. It is not a specialty or niche product or manufacturer, so it can be found in every popular place where products of its kind are sold. It is positioned to appeal to the popular consumer.
Brand Communication
Brand communication is average for Casio, primarily because the company is just too well known for its other products and not so much for its keyboards, though they are ranked in second place just behind Yamaha’s by the Atlanta Institute of Music and Media (2019). This is really its main communication problem: Casio could score more points here if it exerted a little more effort on social media and used brand Influencers on YouTube to promote the brand (Bratu, 2019; Singh & Xue, 2017).
Brand Loyalty
Casio has been working on improving brand loyalty among consumers, which is why it has turned to Sprout Social to improve connections between the company and its consumers (Sprout Social, 2019). Sprout Social is helping Casio to have an improved social media presence and thus develop a stronger brand loyalty. Unfortunately for Casio, the keyboard brand has not necessarily benefited much from this strategy yet, mainly because the company is focusing on its core brands—like watches and other electronics.
Brand Equity (Including Financial Equity)
Casio generates over $10 million in revenues annually from its keyboard sales in England (Beioley, 2019). There is more of a market in the U.S., however, total market revenues for keyboards have been sliding since 2005 where they peaked at $232 million. Casio generates a sizeable portion of that share. The brand equity for the company’s keyboards is therefore sufficient but it is not the main driver of the company’s revenues—watches and calculators are.
Overview
Casio’s brand is strong in most markets. The factors that contribute to the brand’s strengths and weaknesses are the product put out to market (it will appeal to amateurs and to certain professionals who are loyal to the brand and are not looking for authentic piano sounds). Its overall brand identity wears well thanks to the company’s reputation for other electronic products. Casio competes with Roland essentially in the same market but Casio appeals to a different clientele while Roland appeals to consumers who want something unique and realistic-sounding in a keyboard. Consumers appreciate the Casio brand for its consistency and quality but they know they are not getting a top-shelf product and for the price they pay they are okay with that. Casio does not offer any sub-brands for its keyboard line-up.
Roland
Brand Personality
Roland has a brand personality that gets to the heart of what it means to be an authentic product—one that produces genuine affection in the consumer. For the consumer seeking a keyboard that will resonate and sound like a real grand piano, there is no better product. Thus, the Roland keyboard is like a true friend for consumers of this type. This gives the brand personality a lively, energetic, legitimate, and top-shelf quality—though, of course, this will not appeal to everyone.
Brand Image
Roland’s brand image is such that it attracts customers for its quality products and the range of keyboards it offers, each with something special for the customer. Whether mobile or stationary, Roland has it covered. Whether amateur or professional, Roland is on top of that too. Above all Roland is focused on create a great-sounding product in all of its keyboards in the line-up (C Muse, 2019).
Brand Identity
Roland’s brand identity is situated in its ability to connect with users who want an authentic piano sound. Senner (2019) provides a rundown of the best Roland options for the serious musician. The best value product is the Juno DS-88. The best portable option is the Go61. The best synthesizer is the JDxi. The best for amateurs is the FP10. Thus among serious musicians and keyboardists it is generally recognized that Roland has something for everyone. In this sense it is much like Yamaha and Casio, but the sound quality of the Roland is what leaves these competitors behind.
Brand Differentiation
Again, it is the sound quality that differentiates Roland from the rest. No other competing product brand can offer the type of keyboard that one cannot tell from a genuine grand piano if one closes one’s eyes. That level of sound quality is quite hard to produce and Roland does it expertly and to the satisfaction of all of its consumers. Thus, what sets Roland apart from the rest of its class is simply the fact that it is a top-shelf brand that brings something the lower level products cannot match in terms of quality sound.
Brand Positioning
Roland has positioned itself to be the musician’s keyboard in a market full of products that are most likely to appeal to amateurs and enthusiasts. The keyboard itself is a lightweight, typically portable electronic instrument that can be taken on the road or propped up in one’s bedroom or basement. It is something fun and fashionable—but Roland is not primarily concerned with fun or fashion: it wants to deliver a product that musicians will want to purchase. That is why it aims to have distribution channels that can get its products into markets where musicians will want to buy them. It focuses on marketing itself in trade magazines and sponsoring clinics and conferences where musicians and technicians are likely to gather.
Brand Communication
Roland uses its online blog for updating consumers about its latest products, such as its hammer-action flagship stage keyboard for touring professionals (Bybee, 2018). Its social media platform leaves something to be desired… READ MORE

Quoted Instructions for 'Brand Audit: Roland vs. Casio Keyboards' Assignment:

“Brand-related terms to address in the paper:

1. communication
2. differentiation
3. equity
4. identity
5. image
6. loyalty
7. personality
8. positioning
9. elements
10. financial equity

“Brand Audit: Roland vs. Casio Keyboards.” A1-TermPaper.com, 2019, https://www.a1-termpaper.com/topics/essay/brand-audit/8853965. Accessed 1 Feb 2021.

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