Each student team chooses a real world brand of interest to them to do a Brand Strategy Audit. They apply our branding model and methods to this brand. The core model is the customer-based brand equity model, and students measure and analyse the customer-based brand equity of their chosen brand. They conduct a focus group to identify consumers' key beliefs and feelings about this brand. They measure the level of the identified brand attributes with a bigger sample size by survey research. Strengths and weaknesses of the brand are identified. These lead to recommendations for improving the brand equity, such as a different message strategy for brand marketing communications. The team presents their analysis and recommendations in an oral presentation that mimics a marketing manager presenting to the board of directors. The team must defend their analysis and recommendations by answering questions from the class and the marker.
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