Brand Assessment Guidelines: 1. Up to three people to a group 2. Printed report – 3,200 words minimum. 3. In class Presentation – 15-16 minutes. 4. Include pictures, charts, graphs, videos and/or as necessary. 5. The report should be generated from, but not limited to the below outline. 6. The in-class presentation will be graded according to the “Class Presentation Rubric.” 1. Executive summary 2. The brand: a. Product b. Pricing c. Place d. Promotion 3. Brand Vision Does it align with the organization? 4. Brand Values What does the brand stand for? What are the core values? The brand’s character? 5. Brand Personas Does the brand use brand personas? 6. Brand positioning What is the brand’s positioning strategy? What makes the brand different? What makes it unique? What makes it similar to others? 7. Brand Name Does the brand name fit the strategy? Is it a strong brand name? 8. Brand Identity Is the brand identity on par with—or superior to competitors? Imagery, colors, etcetera. 9. Website experience Does the brand’s website properly reflect the brand while encouraging online interactions with consumers? 10. Brand Story Does the brand create content to share brand’s story and shape perceptions about it? 11. Brand SWOT a. Strength b. Weakness c. Opportunities d. Threats 12. Summary and conclusion

Brand Assessment Guidelines: 1. Up to three people to a group 2. Printed report – 3,200 words minimum. 3. In class Presentation – 15-16 minutes. 4. Include pictures, charts, graphs, videos and/or as necessary. 5. The report should be generated from, but not limited to the below outline. 6. The in-class presentation will be graded […]