The purpose of a brand audit is to understand a brand and its competitive situation. Ultimately, understanding the brand better enables us to develop more comprehensive and importantly strategically stronger brands and brand plans. The brand audit that you will be asked to conduct for this assignment will be designed to simulate a real world marketing experience and you should approach the project as if you are the marketing or brand manager for your assigned brand.You will complete the elements of a brand audit in two parts (assessment 2 and 3), as stand-alone documents.You have a choice of two brands to audit: Lego or 2XU ("Two Times You")The LEGO Group is a privately held, family-owned company. Founded in 1932 and based on the iconic LEGO® brick, it is one of the world's leading manufacturers of play materials. The company is committed to the development of children and aims to inspire and develop the builders of tomorrow through creative play and learning. LEGO products are sold worldwide Source