Brand Analysis Report

Client Name: Slate, Inc.

Industry: Automobiles

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Competitors: 1. Nissan Leaf

2. Tesla Model 3

Product Lines: Fully electric cars


Slate, Inc., has asked us to provide a brand analysis report on these two competing brands to inform Slate’s decisions on the direction of its own branding strategy.


Branding is a very important element of marketing. As you work on this project, it is imperative that you stay focused on the consumer. Remember that a company’s customers do not buy features; they buy benefits, both tangible and intangible. It is also critical to understand customers and how the brand influences their buying decisions.



Primarily, we want you to examine the branding strategies of our competitors, as well as any brand extensions and their branding packaging decisions.

This report will function as a brand audit that allows us to examine our competitors’ strengths, weaknesses, customer expectations, and our own relative position in the market.

These details form the basis of the main branding elements. I met with our CEO, Shanice Watts, and she wanted me to emphasize the following eight categories we would like you to analyze in your report about our two biggest competitors:

brand personality
brand image
brand identity
brand differentiation
brand positioning
brand communication
brand loyalty
brand equity (including financial equity)

Slate’s executive teams are really looking forward to your report. Thanks for helping us with this.


To carry out this assignment, you need to understand Slate’s competitors’ brand strategies, their consumers, how to acquire market knowledge through primary and secondary research, and how to use that knowledge to build and support a brand.

To start your research, visit the websites of Slate’s two biggest competitors and review both scholarly and reliable nonscholarly sources to explore their branding decisions. Your research of the two companies should focus on the branding elements discussed in the previous step.

Consult a minimum of two scholarly sources and eight reliable nonscholarly sources (10 total). Make sure that you use reliable, nonscholarly sources such as Reuters, Bloomberg, Yahoo! Finance,,, Money, Forbes, Fortune, Financial Times, The Wall Street Journal, and Harvard Business Review, as well as the UMUC Library databases such as Hoover’s and ABI/INFORM.


Deliverable: Based on your research of the two companies’ brands, write an eight to nine-page report (four pages on each company under its own heading, and each brand element discussed and supported separately under its own subheading) that addresses the following branding elements:

brand personality
brand image
brand identity
brand differentiation
brand positioning
brand communication
brand loyalty
brand equity (including financial equity)

As you examine these branding elements, your report should also answer the following questions:

How strong are the companies’ brands in the market?
What are the factors contributing to their strengths and weaknesses?
How are these two brands competing against each other? How strong is their global performance?
How do consumers perceive their brands?
Are there any sub-brands? Are there any brand extensions?

Support your work with course readings, scholarly sources, and reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance,,, Money, Forbes, Fortune, the Financial Times, the Wall Street Journal, and the Harvard Business Review, as well as UMUC Library databases, such as Hoover’s and ABI-Inform. All sources have to be cited using APA formatting, both within the text and in the reference list.

Your report to Carlos should be eight to nine pages, excluding cover page, the reference list, and appendices. Any graphs, tables, and figures should be included as appendices. Your report should have one-inch margins and be double spaced in 12-point Times New Roman font. The report should be organized using headings and subheadings to improve its readability.

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