Beginning this January, approximately 8 teams of 4 student-researchers will dedicate over significant collective hours studying and analyzing your organization and your competitors' brands.

Based on their findings, groups will provide data-driven recommendations on opportunities and challenges to your brand. The teams will compete against one another to produce and present the 'best' brand audit for your organization.

The students will conduct a full brand audit, which will help you answer and identify the following:

• What defines your organization's brand.
• The core proposition of your brand.
• The current outlook of your brand.
• Opportunities and threats to your brand.
• Strategic and tactical recommendations to create and maintain your brand.

These findings and recommendations can help you avoid making costly and ineffective marketing decisions as well as improve your brand trajectory.