Project 2: Conducting a Brand Audit
Step 6: Submit Your Brand Analysis Report

Deliverable: Based on your research of the two companies’ brands, write an eight to nine-page report (four pages on each company under its own heading, and each brand element discussed and supported separately under its own subheading) that addresses the following branding elements:

brand personality

brand image

brand identity

brand differentiation

brand positioning

brand communication

brand loyalty

brand equity (including financial equity)

As you examine these branding elements, your report should also answer the following questions:

How strong are the companies’ brands in the market?

What are the factors contributing to their strengths and weaknesses?

How are these two brands competing against each other? How strong is their global performance?

How do consumers perceive their brands?

Are there any sub-brands? Are there any brand extensions?

Support your work with course readings, scholarly sources, and reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Barrons.com, Morningstar.com, Money, Forbes, Fortune, the Financial Times, Statista, the Wall Street Journal, and Harvard Business Review, as well as UMUC Library databases, such as Hoover’s, IBIS World, and ABI-Inform. All sources have to be cited using APA formatting, both within the text and in the reference list.

Your report to Carlos should be 11-12 pages, excluding cover page, the reference list, and appendices. Any graphs, tables, and figures should be included as appendices. Your report should have one-inch margins and be double spaced in 12-point Times New Roman font. The report should be organized using headings and subheadings to improve its readability.

By midnight on Saturday of Week 4, submit your report to the dropbox in the final step of this project.

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