Project 2: Conducting a Brand Audit
Step 2: Review the Branding Elements

Through correspondences with Carlos about his expectations for the brand analysis report, the focus of your analysis starts to become clear:

INBOX: 1 New Message

Subject: Focus of Brand Analysis

From: Carlos Chance, Head of Branding, Slate, Inc.

To: You

Hello,

Primarily, we want you to examine the branding strategies  of our competitors, as well as any brand extensions and their branding packaging decisions.

This report will function as a brand audit that allows us to examine our competitors’ strengths, weaknesses, customer expectations, and our own relative position in the market.

These details form the basis of the main branding elements. I met with our CEO, Shanice Watts, and she wanted me to emphasize the following eight categories we would like you to analyze in your report about our two biggest competitors:

brand personality

brand image

brand identity

brand differentiation

brand positioning

brand communication

brand loyalty

brand equity (including financial equity)

Slate’s executive teams are really looking forward to your report. Thanks for helping us with this.

Best,

Carlos

When you have finished reading about the branding elements, proceed to the next step, where you will begin your research on Slate’s competitors.

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