Marketing

Project description

Students will perform a brand audit identifying their favorite brands in at least three different product categories. The assignment is to identify favorite brands and explain rationale for their selection. The audit will be presented in a slide presentation including presenter notes.

The audit will be based on information from public secondary sources, company web sites, as well as professional experiences and insights. Surveys and primary research are encouraged but not required. Specifically, students will create a brand audit identifying and explaining why they patronize the brands selected.

The following components and issues will be addressed:

1. Brand History
2. Strategies the brand has undertaken over its history
3. How the brand competes with rivals
4. Student personal consumption history with the brand
5. The rationale for student loyalty.

The PPt. profiles the history, strategies, personal consumption and rationale for their favorite brands. Students may make recommendations related to revitalization, strengthening, and building and managing equity for their brands. The final PPt must not exceed ten slides. Exhibits can be added and are not included in the slide total. The presentation should be a top-line summary of the key points from the audit.