SWOT analysis is a technique that can be used to evaluate any product or service. Firstly the objective or aim has to be defined, and then the factors that are favourable or unfavourable to achieving that aim are identified. This type of analysis is useful because it enables researchers to not only identify a brand’s unique selling point but also any existing threats to the brand. • Strengths: characteristics of the brand that give it an advantage over others • Weaknesses: characteristics that place the brand at a disadvantage relative to others • Opportunities: elements that the brand could
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