Brand Analysis: Blue Cross Blue Shield

This artifact consists of a strategic brand analysis for the institutional organization Blue Cross Blue Shield. I worked collaboratively with a group to complete the full nine steps of the brand analysis process – overview, offerings, competitive landscape, key audience, positioning, messaging, communication, SWOT, and brand recommendations. The sections that I was responsible for within the brand analysis were positioning, competitive landscape, offerings, SWOT, and brand recommendations.

When developing the brand analysis, I researched Blue Cross Blue Shield by reviewing its history, website, social media channels, press releases, news articles, and national and local brand guidelines. Reviewing relevant artifacts before conducting the brand analysis allowed me a holistic view of the BCBS brand. The main goal of the brand analysis was to analyze the complexities of the organization as it exists in both the national and local marketplace and make relevant recommendations to help grow the BCBS brand.

The intended audience for this brand analysis is the Blue Cross Blue Shield organization and brand team. When conducting the analysis, I served as an external IMC consultant by objectively reviewing the brand.