Brand Review – Airbnb

This project was done as a requirement for my Media Marketing course as part of the Media Communications program at Humber Polytechnic. It involved a comprehensive critical brand review of Airbnb, analyzed from the perspective of Millennial consumers in Canada and internationally. The purpose was to evaluate the brand’s positioning, image, emotional resonance, marketing strategies, and competitive landscape, providing actionable insights as if presenting to a client.

I selected Airbnb due to my personal connection with travel, culture, and the idea of finding your place in the world, regardless of location. This perspective informed my analysis of how Airbnb cultivates a sense of belonging and adventure — core values that, I believe, would strongly resonate with Millennials.

The review required a multi-faceted approach, including:

• Brand Background: Origins, global presence, key products, and market performance.

• Brand Personality: Emotional and visual associations, reflecting consumer perception.

• Macro and Micro Environment Analysis: Examination of recent campaigns, macro-environmental forces, and competitor positioning.

• Recommendations: Strategic suggestions for strengthening the brand’s appeal and mitigating potential challenges.

Completing this project enhanced my abilities in brand research, audience analysis, and strategic thinking, while also refining my visual presentation and professional report design skills. It reinforced the importance of integrating storytelling, design, and data-driven insights to communicate a brand’s value effectively to both clients and target audiences.

Slide presentation made using Canva.