The purpose of this assignment is to illustrate the steps for assessing a brand's cultural equity. The activity is peer assessed, so after you submit your responses you need to review and evaluate other people's submissions. We are looking forward to your experience in this activity and your reflections when you assess your peers' work.

How to Use Peer Review

Submit your own assignment. Click the My submission tab to begin working on your own assignment. You can save drafts of your work as you go, and you can come back later to continue working on your draft. When you are finished working, click the Preview button, verify your identity, and then Submit the assignment.

Give feedback to your peers. You are required to give feedback to at least three peers to complete this assignment. You can begin giving feedback to other students as soon as you submit your assignment. Click the Review peers tab to get started. Feel free to provide additional reviews beyond the three required!

Read feedback from your peers. Your peers will also begin reviewing your project as soon as you submit it. You will receive an email notification of each new review. Only you will be able to see the feedback you receive. If you find someone's review helpful, click "This review is helpful" button to thank the reviewer.

Browse other projects. You can browse through all of the submitted assignments, even if you don't plan to review each one. Click the like button if you think someone did a great job on their assignment.

To find more tips of peer review, please see the attached file below.

Assignment Details

Choose a brand in your home market that you think is an icon of your local culture and conduct a cultural audit. Provide some descriptions of your selected brand (images, website link, or short description is highly suggested). Follow these steps:

Describe the culture: cultural orientation, value-priorities, core beliefs, etc.

Analyze the brand on: Country-of-origin associations (strong or weak?) Brand associations with potential cultural meanings (describe in detail) Cultural authority/stature: is the brand active in cultural discourse? Does the brand promote a conversation around important cultural issues (past or current)?