Primarily, we want you to examine the branding strategies of our competitors. 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:

1. brand personality
2. brand image
3. brand identity
4. brand differentiation
5. brand positioning
6. brand communication
7. brand loyalty
8. brand equity (including financial equity)

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