The purpose of the project is to discover what differenciates a selected company form its competitors. The selected company I chose was the Tapiola Sonfonietta. Through the analysis and further research, I have discovered several similarities and differences between the three companies. In the SWOT analysis of the Tapiola Sinfonietta, core Strengths, Weaknesses, and Opportunities have been revealed that will help build the brand, but alarming threats have been discovered. Though the Lahti Symphony Orchestra is still a competitor, the HPO has now become a direct threat to the company. The Tapiola Sinfonietta Orchestra will either need to reposition itself, or accelerate the brand message to further strengthen the company.