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Brand Audit & Competitive Analysis

BMKT 316
Closed
Capilano University
Capilano University
Vancouver, British Columbia, Canada
David Amos
David Amos
Professor
3
Timeline
  • September 16, 2019
    Experience start
  • September 26, 2019
    Project Scope Meeting
  • October 8, 2019
    Midway Check In
  • November 12, 2019
    Experience end
Experience
1/3 project matches
Dates set by experience
Preferred companies
Vancouver, British Columbia, Canada
Social Enterprise, Large enterprise, Small to medium enterprise, Sole proprietorship, Family-Owned
Sales, Retail, Food & beverage, Business services, Entertainment, Apparel & fashion, Environment, Energy, Real estate, Arts, Automotive, Consumer goods & services, Non-profit, philanthropic & civil society, Banking & finance, Hospital, health, wellness & medical, Travel & tourism, Construction, engineering & trades, Cosmetics & beauty, Events services, Liquor, wine & spirits, Sports & fitness

Experience scope

Categories
Market research Product or service launch Marketing strategy
Skills
brand management marketing strategy sales & marketing data analysis competitive analysis
Student goals and capabilities

A group of student-researchers will analyze the competitive landscape of your brand to develop strategic recommendations for success in your market.

Students

Students
Undergraduate
Any level
35 students
Project
20 hours per student
Students self-assign
Teams of 4
Expected outcomes and deliverables

Final deliverables from each group include:

  • A 20-minute presentation.
  • A 12-page (minimum) report on research, findings, and data-driven recommendations.
Project timeline
  • September 16, 2019
    Experience start
  • September 26, 2019
    Project Scope Meeting
  • October 8, 2019
    Midway Check In
  • November 12, 2019
    Experience end

Project Examples

Requirements

Beginning this September, approximately 8 teams of 4 student-researchers will dedicate over 700 collective hours studying and analyzing your organization and your competitors' brands.

Based on their findings, groups will provide data-driven recommendations on opportunities and challenges to your brand. The teams will compete against one another to produce and present the 'best' brand audit for your organization.

The students will conduct a full brand audit, which will help you answer and identify the following:

  • What defines your organization's brand.
  • The core proposition of your brand.
  • The current outlook of your brand.
  • Opportunities and threats to your brand.
  • Strategic and tactical recommendations to create and maintain your brand.

These findings and recommendations can help you avoid making costly and ineffective marketing decisions as well as improve your brand trajectory.

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be present for Team Presentations and provide a short evaluation of reports and presentations.

Be available for a quick phone call with the organizer to initiate your relationship and confirm your scope is an appropriate fit for the experience.

Provide a dedicated contact who will be available to answer periodic emails or phone calls over the duration of the project.

Minimum of 2-4 interactions with the students in-person or remotely (approximately 4-6 hours over the duration of the project).