Project 2: Conducting a Brand Audit
Step 3: Research Slate’s Competitors

To carry out this assignment, you need to understand Slate’s competitors’ brand strategies, their consumers, how to acquire market knowledge through primary and secondary research, and how to use that knowledge to build and support a brand.

To start your research, visit the websites of Slate’s two biggest competitors and review both scholarly and reliable nonscholarly sources to explore their branding decisions. Your research of the two companies should focus on the branding elements discussed in the previous step.

Consult a minimum of three scholarly sources and twelve reliable nonscholarly sources (15 total). Make sure that you use reliable, nonscholarly sources such as Reuters, Bloomberg, Yahoo! Finance, Statista, Barrons.com, Morningstar.com, Money, Forbes, Fortune, Financial Times, The Wall Street Journal, and Harvard Business Review, as well as the UMUC Library databases such as Hoover’s, IBIS World, and ABI/INFORM.

In addition, explore the following branding websites for relevant content:

www.adage.com

www.adweek.com

www.brandchannel.com

www.ama.org

www.cmo.com

www.marketingprofs.com

Then proceed to the next step, where you will discuss branding strategy.

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