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Brand Audit & Competitive Analysis

BMKT 316
Closed
Capilano University
Capilano University
Vancouver, British Columbia, Canada
Robert Thomson
Instructor
(1)
3
Timeline
  • January 18, 2021
    Experience start
  • March 30, 2021
    Experience end
Experience
1/1 project matches
Dates set by experience
Preferred companies
Vancouver, British Columbia, Canada
Any company type
Retail, Food & beverage, Entertainment, Apparel & fashion, Environment, Arts, Consumer goods & services, Hospital, health, wellness & medical, Marketing & advertising, Trade & international business, Travel & tourism, Academic association, Business & management, Cosmetics & beauty, Events services, Liquor, wine & spirits, Sports & fitness

Experience scope

Categories
Market research Marketing strategy
Skills
brand management marketing strategy social media research competitive analysis
Student goals and capabilities

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

As millenniels, these students can provide valuable insights from a generation that currently has the most impact in most markets.

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 15-minute presentation.
  • A 12-page (minimum) report on research, findings, and data-driven recommendations.
Project timeline
  • January 18, 2021
    Experience start
  • March 30, 2021
    Experience end

Project Examples

Requirements

Beginning this January, approximately 8 teams of 4 student-researchers will dedicate over significant 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. Instructor will vet all Reports and Presentations prior to the final Client Meeting.

In Mid May visit the class to make initial contact with students and tell them about your Organization.

Provide a dedicated contact who will be available to answer periodic emails or phone calls over the duration of the project. Contact can be through Meetups, Skype, Google Docs etc.

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