Conduct a brand audit using the framework for Consumer Conventions, Category Conventions and Company Conventions to identify what is occurring in your chosen category with you nominated brand. 2. Identify the points of parity and the points of difference within your chosen category. 3. Develop a perceptual map for where each brand is positioned within the market and identify any clear spaces with potential for a brand to be introduced or repositioned. Detail the competitive frame of reference in your chosen category. 4. Develop a PESTLE for your chosen market and detail what forces impact upon branding in your chosen market. 5. Using additional market information detail what stage of maturity the market is in and what role each brand is playing in the category. Detail what the likely strategies of the brands in the category could potentially be in future based on your observations of the market.