Project 2: Conducting a Brand Audit

Class,

Here are some stumbling blocks that I’ve seen in past classes.  Check you work against these few items to ensure you are on the right track.  

1.  Executive Summary - review the Ask the Professor posts on writing an executive summary.  

2.  Table - read the project instructions about the table.  Also, review my Ask the Professor on how to create the table.  

Your table in Project 2 is a great opportunity to clarify your application for each of the brand elements.  You could easily build a table with all 8 of the brand elements in column 1 and then in column 2 and 3 list attribute summaries for each of the two competitors.  You could even go as far as creating columns 4 and 5 (next to 2 and next to 3) where you could rate each of the two competitors against one-another.  See below example.

Brand Element	competitor 1	Score  Comparative Rank	Competitor 2	Score  Comparative Rank
brand personality	summary from paper	Whatever method of scoring you consider	summary from paper
brand image	summary from paper		summary from paper
brand identity	summary from paper		summary from paper
brand differentiation	summary from paper		summary from paper
etc.

I offer you this guidance because in the past students have provided a summary table that outlines the product attributes of each competitor.  And, a table outlining the product attributes from each competitor is NOT the answer.  

The instructions Project 2 Step 6 read: "Also include a one-page table in an appendix at the end of the paper that compares the brand elements for the two brands."

Good luck, 

3.  Structure - you generally have 2 methods of structuring this paper.  Your outline (sections / sub sections) can be either of the structures below. I’m open to either structure.  I’ve found that students have success both ways.  

· Structure 1: (most common method)

· Define the 8 brand elements

· Tesla Model 3

· Each of the 8 brand elements as sub-sections

· Answer to Step #6 questions 1, 2, 5 (see below)

· Nissan Leaf

· Each of the 8 brand elements as sub-sections

· Answer to Step #6 questions 1, 2, 5 (see below)

· Summary

· Answer to Step #6 questions 3 and 4 (linking back to the 8 brand elements)

· Structure 2: 

· Brand Elements 

· Brand Identity - define

· Tesla Model 3

· Nissan Leaf

· continue for all 8 brand elements define and then apply

· Summary

· Answer to Step 6 questions 1-5

4.  Brand Element definitions and explanation - be very clear in defining your brand element - what is brand loyalty... be equally clear in how you evaluate the brand element - how is brand loyalty measured.  

You’ll see some other posts on Project 2 under Ask the Professor.  You'll also see other guidance on research and writing.  I hope everything is clear.  If not post any questions under Ask the Professor.  Or send me an email.

I do want to reiterate that in your paper you’ll need to define the brand elements and then apply.  Ensure that the reader understands your interpretation of the term before you apply (compare / contrast) between the companies.  Same format as Project 1.  

Many of the term definitions are located in the course materials.  Again, same as Project 1.  Unfortunately, some terms can use slightly more details.  So, you may want to conduct some quick research on a few brand elements.  

1. brand personality

2. brand image

3. brand identity

4. brand differentiation

5. brand positioning

6. brand communication

7. brand loyalty

8. brand equity (including financial equity)

Also, ensure that you include the table.  The brand elements provide a good table format.  List the brand element and summary for each company.  Just an idea. 

Lastly, don’t overly focus on the features in your paper.  I shouldn’t be reading a product profile explaining all the benefits and features of a product.  Focus on the brand elements. 

Good luck,

5.  Company application - be very clear how you’re evaluating the brand element for the company.  Don’t overlook all the questions for this project as outlined in Step #6.  Sometimes it is best to integrate the following questions into you summary paragraphs after analyzing each of the 8 brand elements.

1. How strong are the companies’ brands in the market?  This should link to the brand elements being analyzed.

2. What are the factors contributing to their strengths and weaknesses? Again, this should link to the brand elements.

3. How are these two brands competing against each other? Link to brand elements.  How strong is their global performance? Quick analysis of global impact of brand elements.

4. How do consumers perceive their brands? Link back to brand element research.

5. Are there any sub-brands? Are there any brand extensions? You’ll need to define these terms and then explain how the brand elements support.

6.  Don’t overly focus on the features and benefits.  Those were project 1 topics.  

I hope this is helpful for project 2.  

Prof.

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