Brand Audit Project Students will form brand management teams consisting of 5 students to work on this project.

Your assignment is to pick a l brand with which you resonate brand. Each team must study a different brand, and brands are assigned on a "first come, first serve" basis. Follow the steps of a brand audit presented in Chapter 3 of the text. While appendices describing the marketing research that supports the recommendations will be included as an appendix to the report, the body of your report will be turned in as a PowerPoint presentation. That presentation should include: 1. Background About the brand About the industry Consumer analysis (trends, motivation, perceptions, needs, segmentation, behavior) 2. Brand inventory: Elements, current marketing programs, POPs, PODs, positioning and brand mantra 3. Identification of primary competitor and brand inventory for that competitor 4. Brand exploratory for brand and for primary competitor Level of brand awareness Brand associations Brand positioning analysis Consumer perceptions analysis (your brand vs. competition) 5. SWOT analysis 6. Strategic brand management recommendations Brand positioning Brand mantra Action steps to be taken The last of semester is reserved for project presentations. Each team will have 20 minutes to present, with 5 minutes of that time devoted to Q&A. Every team member will have to take part in the presentation. It is required that all students attend and participate actively in discussion of their own, and other teams presentations. Groups should turn in their final report (marketing research appendix and PPT overheads) on the day of presentations. The final report Power Point presentation should cover the topics listed above.
Grading the Brand Audit Project Report. The project report grade will be based on (a) the overall quality of the report (Power Point slides and marketing research appendix)

and (b) the contribution of the group process to the final report. The overall quality of the report will be judged on the effective use of concepts developed in the course, the thoroughness of research and analysis, the creativity and originality of ideas (so long as creativity does not compromise brand building goals) and the quality of the final recommendations. The contribution of group process will be judged by comparing individuals written exercises with the final team report. If the final report is largely the compilation of a single team members written exercises, that team member will be graded on the quality of the report and other team members will receive lower grades, consistent with their contributions. If the final team project is a simple compilation of all team members written exercises, the best grade the team can earn is a C. To be eligible to earn an A, the team report should build from individual written exercises, but should also include substantial new insight from synthesis and from new data collection and analysis. The quality of final recommendations will weigh heavily in determining your grade on the project.