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Guinness Brand Audit
Class
IMC 420: Brand Management
Project type
Brand Audit
Date
Winter Quarter 2026
Location
Northwestern University -- Medill School of Journalism and Integrated Marketing Communications
How do you modernize a legacy brand without losing what makes it iconic? This semester-long brand audit explored Guinness's position among U.S. Gen Z consumers and identified strategic opportunities for future growth. Drawing from primary interviews, social listening, competitive benchmarking, and consumer insight development, I helped uncover how younger audiences interpret rituals, authenticity, and social connection. Our recommendations focused on evolving the meaning of the Guinness experience while protecting the heritage and craftsmanship at the heart of the brand.
