Spreadsheet Industry Brand Evaluation

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Ohio State University *

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2300

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Computer Science

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Feb 20, 2024

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CS 2300 Assignment #1 Industry Brand Evaluation Spreadsheet You can use this template to complete your assignment. Be sure to “save as” with your name in the file. Name: ____________________________ Directions Please select 3 brands in one industry (apparel, restaurants, hotels, food, cosmetics, etc.) Note that you will need to identify a focus of your industry (such as women’s apparel, professional baseball teams, or fast-food restaurants). Please fill out the spreadsheet provided here to make sure to cover all required material. After you fill out the rubric on all 3 brands,  please evaluate them using a SWOT analysis and compose an analysis. Based on the gap you recognized in the market, please propose a brand that will fill the gap you found . It cannot be an existing brand. The purpose of the assignment is to help you learn to evaluate a marketplace (or section of an industry) and see if your idea of a new brand has any traction So it is important that the brands or industry that you pick are relevant to a specific category of brands.  For example if you have an idea for a boutique hotel you would want to evaluate the boutique hotel industry, picking three boutique hotels ..... Not three large chain hotels.    Another example would be; if your idea is a business (brand) for exercise apparel you will want to pick three of your possible competitors to evaluate.  Completing the spreadsheet will give you a place to start.  Then do a SWOT on those brands and see where there might be room for a new brand.  Develop or revise your brand to fill those needs or solve a problem.    Have fun developing your brand idea. Your assignment should include: 1. Completed spreadsheet 2. Apply SWOT ( Strength, Weaknesses, Opportunities, Threats) analysis to the three competitive brands 3. Positioning Map evaluating the 3 brands you chose 4. Introduce your new brand and explain how it will compete in this industry by filling a gap in the marketplace or solving a problem. Don’t forget to include images! Please do not use any of the brands in the examples given. * Images should be included to illustrate the new brand.
Your selected brand industry category is: _________________________________ The focus of your category within the industry is: __________________________ Brand Name Brand logo Big 5 personality characteristics Target Market Competitors Positioning Evaluation of Branding in this Industry: What is the state of this industry? Is it highly competitive? Is it a new trend, or a well developed industry? In this industry, discuss how brand positioning, communication, and distribution SWOT ( Strength, Weaknesses, Opportunities, Threats) analysis to the three competitive brands:
Introduce your new brand and explain how it will compete in this industry by filling a gap in the marketplace or solving a problem. Don’t forget to include images! Positioning Map evaluating the 3 brands you chose and you NEW brand concept: Be sure to summarize the two criteria you select for your map (x and y axes), and include information to support the location of the brands on your map.
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