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
