Describe the demographic and psychographic segments the brand is primarily reaching through its marketing.

Brand Structure – how is the brand positioned in the market? What are its band promise, brand values, brand personality, brand identity? How are they differentiated from their competitors – brand, price, utility?
Audiences – who are they targeting? Describe the demographic and psychographic segments the brand is primarily reaching through its marketing.
Strategic Approach – describe the brand’s strategic approach to marketing. What channels are they using? Which channels are the priority? How effective are they in those channels? How does their strategy compare to their competitors? How do they appear to allocate budgets? What is their creative philosophy? What emotional response does the brand’s marketing trigger?
Tactics – describe the brand’s execution of their strategy. What do they do well? What do they do poorly? Support your conclusions with facts. For example, compare their social following with their primary competitors and look for other fact-based comparisons.

Your memo should include a conclusion that summarizes your analysis of the efficacy of this brand’s marketing efforts. Are they a strong competitor – why or why not?

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