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Brand Audit (40% of overall class grade) • The objective of this assignment is to have you apply the branding content that we will learn during the semester to an actual brand. • You will be required conduct a brand audit on a brand of your choosing within any aspect of the hospitality industry (hotel, restaurant, airline, travel agency, theme park, museum, etc.). Please submit the brand you would like to assess for my approval by emailing me (jdkatz@bu.edu) and, in just a few sentences, state why you selected the brand. Please do this before the start of class on Tuesday, September 14, 2021. • A brand audit is a diagnostic; however, beyond simply examining the brand’s “status quo” via-a-vis competitors, I would like you to provide forward-looking recommendations and advice to the brand manager for that brand. • Approach the assignment

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