Brand Analysis (part of book that goes at the end)

I have problems naming... i'm trying to give the parts a nice title so people will be more inclined to read it. However with this first part it's quite difficult. It's the boring part of investigating the brand in its environment, identifying strengths and weaknesses, and how it stands as opposed to similar ones. Where the game starts, with the Branding, I intend to use a story-telling methodology.