Final: Brand Audit Project—- I choose Starbucks!
The purpose of the Brand Audit project is for you to conduct an in-depth examination of a
major brand of your choosing. Please send me an e-mail with your brand. I will confirm if
the brand is appropriate and whether or not it is available.
The analysis will be based on information from secondary sources (e.g., business
publications/trade journals), the textbook, and your professional experiences. Please do not
conduct any primary research (e.g., your own surveys). Your report should be about five (5)
single-spaced pages and must not exceed seven single-spaced, 12-point font, 1-inch margin
pages. Please include exhibits when appropriate, however these will not be included in the
page total.
Use headings and subheadings throughout your brand analysis. Your report should address the
following issues:
1. Brand Planning Assessment – How would you characterize the positioning of your
brand? Where are there the greatest opportunities to further enhance that positioning?
2. Brand Building Assessment – How much brand resonance does your brand have? What
have been the key marketing activities that have most contributed to the success of
achieving its resonance and positioning? How would you suggest that they improve on
their brand building activities?
3. Brand Growth Assessment – How would you critique your brand’s architecture? What
is good and bad about its hierarchy? How does it fit into a broader brand portfolio? How
well has it been expanded into new markets or channels? How would you judge its
growth strategy?
4. Brand recommendations – based on your assessments, what should your company do to
enhance its brand equity?
