SWOT Analysis

Based on your primary and secondary research, you will put together the SWOT analysis.

SWOT stands for

• strengths,
• weaknesses,
• opportunities, and
• threats.

Your SWOT analysis should be based on a careful consideration of all of the internal and external factors that may have an impact on your brand’s performance.

In general, a strength is an aspect of the brand that you think is an advantage or favorable. This might be something that the brand is already focusing on or something new that you have uncovered in your research. A weakness represents a disadvantage or something that is potentially harmful to the growth of the brand. Strengths and weaknesses tend to focus on things that are internal to the brand, including both consumer perception and objective brand characteristics.  Since you will be working on a communications campaign, it is important that your strengths and weaknesses are related to the relationships between consumers and the brand or organization. Ideally, you will have a few items that are related to perceptions, attitudes, loyalty, knowledge, awareness and other communication-related attributes of the brand and its relationship with consumers.

An opportunity represents something that is likely to be valuable, that the brand can explore in the future in order to promote itself and grow. The most obvious opportunity comes from new demographic groups to target or new geographic markets to reach. It can also be a new message or media strategy that can affect performance or perceptions. A threat is typically something external that might harm to the brand in the future, including

• competitive behaviors,
• consumer trends,
• regulatory changes, and
• social, cultural, and economic trends.