Unit IV Mini Project

To apply the concepts learned in this course, you will research one of your favorite brands compiling a brand audit for the brand/company. In the next several units, you will complete sections of a brand audit on your chosen brand. Utilizing the Columbia Southern University Online Library, research the various elements of the brand audit. Use the brand audit for Rolex on pages 287-293 of your textbook as a guide. In this unit, you will complete and the following sections:

1. Introduction

2.  Background

3. Ownership Status

4. Target Market Identification

5. Brand Portfolio

Your APA-formatted response should be a minimum of two doubled spaced pages (not including the title and reference pages). You are required to use your course textbook and one additional credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use heading and subheadings as indicated above for this assignment.

Course Textbook

Keller, K.L. (2014). Strategic brand management: Building, measuring, and managing brand equity, (4^th ed.). Upper Saddle River, NJ: Prentice Hall.