Check your client's Web site to find out if it discusses its business plans for now and in the future. This is often found in a public company's annual report. Private companies sometimes list their business activities under the "About Us" or "Newsroom" tabs on their Web sites.

Based on what you know about marketing, discuss the following:

• Briefly explain your understanding of the basic concept of a marketing strategy to your colleagues in 2-3 sentences.
• Discuss with your colleagues how you think research can help your selected company understand its brand's economic value in the marketplace.
• Compare your client's brand "personality" to a friend or a character in a movie, book, or cartoon.
  • How would you describe the brand relative to your friend or other character, and why?
  • Use a few adjectives to describe the brand's personality.
• Add one thing that you think your company has not researched well about its brand.