Brand audit Estée Lauder

Paper details
Your project MUST follow this format using the appropriate section headings.
I: Brand History and Background
a. When was the company started?
b. Who started the company?
c. What is the company’s mission?
d. What is the main industry the company participates in?
II: Brand Portfolio
a. What are 10 of the organization’s brands? Number them 1 through 10.
b. What is your favorite brand of this company? Why?
c. What is your least favorite brand of this company? Why?
d. What is one type of product could this company create or acquire to add to its product offering that it does
not currently have?
III: Brand Assessment
a. What is one of the major brand elements used by the company or one of its major brands (logo, colors,
symbols, message/tagline/slogan)? Describe the history and strategy behind how the company or brand uses
this element.
b. What is one example of an advertisement that the company or one of its major brands has used well?
IV: Competitive analysis
a. Who is one major competitor to your company?
b. What is one of the major brand elements used by that company or one of its major brands (logo, colors,
symbols, message/tagline)? Describe how the company or brand uses this element.
V: Recommendations and Sources
a. What is one new promotion the company or one of its brands can do to increase awareness or generate
sales?
b. What is one change the company or one of its brands can make to its visual assets (logo, symbol, colors,
images)?
c. Please include a list of at least 4 references / works cited.