Read the article on "The Brand Report Card" and then pick a brand for you to assess. At minimum, your brand assessment should cover the three questions:
(1) Rate and critically evaluate "insert brand name" brand using Keller's 10 criteria.
(a) What strengths can the brand leverage?
(b) Using relevant examples, explain and analyze how the brand been able to take advantage of external opportunities.
(c) In your opinion, what weaknesses should the brand address? Explain.
(2) Identify the brand's major competitor. Compare/contrast how they are positioned.
(3) Is your brand strongly positioned versus the competition or is it vulnerable? Why?
(4) Why do brands matter? What is the value for marketers?
Article: The Brand Report Card by Kevin Lane Keller.