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Brand Audit Group Assignment Guidelines

The assignment will be divided into 2 parts:

1. Brand Environment Analysis (due March 22nd )

2. Brand Strategy Analysis (due May 17)

Part 1: Brand Environment Analysis

In part one you will examine the environment in which the brand you’ve chosen operates. Who are the competitors? Who are the customers and how are they segmented (Re. Consider the consumer decision-process)? How are the different competing brands positioned?

What are the market dynamics? Consider the history of the market (origins, growth, key stages). What is the current state of the market: growing? shrinking? Where are the key challenges and opportunities? What are the key success factors?

Essentially, your goal in part 1 is provide insights into the market environment in which your brand lives and competes. It provides the setting, the backdrop against which your brand’s strategy needs to be placed.

Getting Started on your Brand Audit:

On the course website in the Sessions 1 & 2 module you will find (1) The Top 100 Global Brands for 2012, and, (2) The Top 25 Canadian Brands, as well as the full report underlying the Canadian listing.

Part 2: Brand Strategy Analysis

In part two the focus will shift to the specific brand. What is its history (focusing on developments and events that are relevant to their current practices)? Who are its customers? How is it positioned? Who are the primary competitors?

What issues and opportunities is the brand facing? What decisions are needed?

And, what recommendations would you make?

We will be particularly interested in your recommendations. They should address the issues you’ve identified and reflect an understanding of the marketing environment.

We will provide some ideas for brands but invite students to present their ideas as well. The best candidates for a brand audit are brands that have arrived an interesting crossroads: EG. had past success but are now facing...