Audit a Real Brand's Market Position
6 weeks · 0 milestones
Conduct a rigorous audit of a real brand's market position — covering brand positioning, visual identity, messaging consistency, customer perception, and competitive differentiation — and produce a written audit document identifying specific gaps between the intended and actual brand experience. The audit must address a real named brand using real evidence (public materials, customer reviews, competitor positioning). Proof requires submission to and review by a marketing professional who can confirm the assessment is analytically grounded rather than opinion-based.
Milestone map
Milestone map
3 milestones
Select a real brand (not your own employer without access to internal data) and conduct a brand equity assessment using a published framework — Keller's Brand Equity model (brand awareness, associations, quality perceptions, brand loyalty) or Aaker's Brand Equity model. Collect data from publicly available sources: customer reviews, social media sentiment, analyst reports, survey data, and competitive positioning.
Proof required
Submit: (a) a data collection inventory listing all publicly available sources used (minimum five distinct sources), (b) brand equity assessment structured by the chosen framework's dimensions with specific evidence for each dimension — not assertions without evidence, and (c) a brief explanation of why the chosen framework is appropriate for this brand and market.
What gets checked
- At least five distinct public sources used — not five pages from the same source
- Each framework dimension is supported by specific evidence, not general claims
- Framework choice is justified with reference to the brand and market type