This assessment requires you to conduct a Brand Audit for a brand of your choice

This assessment requires you to conduct a Brand Audit for a brand of your choice.

i) Using a variety of information sources, provide a concise account of the brand’s current external and internal situation (brand exploratory and brand inventory Keller & Swaminathan (2020) Chapter 9) concluding with a SWOT analysis and key brand challenges summary.

ii) Make both strategic and tactical recommendations for maintaining and building brand equity over the next three years.

iii) Include a 1-page brand plan summary in appendix 1 (choice of two formats)

Use report format that includes the following content:

External brand audit: macro, customer and competitor analysis (20%)
Internal brand audit: financial, brand strategy, visual identity, brand tactics review (20%)

SWOT and Key Strategic Challenges summary (10%)
Strategic and tactical recommendations for improving brand performance (25%)
I page brand plan (15%)

Professional/academic quality: report format, professional presentation and you should fully reference your report using Harvard style and include word count on your front sheet (10%)

The word limit for this assessment is 2000 words

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