Conduct a Brand Audit
General
- Undergraduate; 2nd year, 3rd year, 4th year
- 10 learners; teams of 2
- 20 hours per learner
- Dates set by experience
- Educators assign learners to projects
Preferred companies
- 2/2 project matches
- Anywhere
- Academic experience
- Large enterprise, Small to medium enterprise
- Retail, Food & beverage, Technology, Consumer goods & services, Hospital, health, wellness & medical
Categories
Project timeline
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March 15, 2024Experience start
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March 31, 2024Experience end
Overview
- Details
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Students are in a 400 level Brand Management course within a BS in Marketing program and need to complete a Brand Audit. The course explores brand development along with sustaining and leveraging brands in the marketplace. The course introduces brand research, brand development, and brand management and the importance for the modern marketer. Specific topic areas include brand management history, brand awareness, brand equity, and contemporary brand-sustaining strategies in the digital age.
- Learner skills
- Digital marketing, Sales & marketing, Business analytics, Business strategy, Data analysis
- Deliverables
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Deliverables are negotiable, and will seek to align the needs of the students and the organization.
Some final project deliverables might include:
Deliverables:
- Brand audit report
- Brand strategy document
- Brand implementation plan
Timeline: Each student will dedicate 20 hours to the project. Students may identify the project as early as the first week of March but the majority of the work will take place March 18-30.
Project Examples
Students may work individually or in groups of up to 5 to identify your needs and provide actionable recommendations, based on their in-depth research and analysis. Each student will dedicate around 20 hours to the project and the majority of the work will take place in a 2-week period. The course begins on March 4th and the audit must be submitted by March 30th.
Project activities that students can complete may include, but are not limited to:
- Evaluate the possibilities of AI in a brand strategy.
- Conduct brand research and brand management for a business.
- Provide a brand audit for a business.
Tasks:
1. Conduct a brand audit:
- Evaluate the current brand identity, including the logo, tagline, brand messaging, and visual elements. Analyze the target audience and their perceptions of the brand. Evaluate the brand's online presence, including website, social media profiles, and other digital assets. Assess the brand's strengths, weaknesses, opportunities, and threats (SWOT analysis).
2. Develop a brand strategy:
- Based on the findings of the brand audit, develop a brand strategy that aligns with the company's goals and objectives. Identify key brand attributes and messaging that will resonate with the target audience. Develop a visual identity system that aligns with the brand's personality and messaging. Outline specific tactics and channels to promote the brand and communicate its value proposition.
3. Develop a brand implementation plan:
- Develop a timeline for implementing the new brand strategy. Identify key stakeholders and assign responsibilities for executing the brand strategy. Develop metrics for measuring the success of the new brand strategy.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Be available for a quick phone/virtual call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.
Provide a dedicated contact person who is available for weekly/bi-weekly drop-ins to address students’ questions as well as periodic messages over the duration of the project.
Provide an opportunity for students to present their work and receive feedback.
Provide relevant information/data as needed for the project.