THE BRAND AUDITIMC 613

Professor Girardi

Brand Audit = An analysis of the current value/position of a

brand

I. Executive SummaryII. Brand InventoryIII. Brand ExploratoryIV. Recommendations

BRAND AUDIT COMPONENTS

EXECUTIVE SUMMARY

Short summary of findings

No more than one page

Typically, the last piece written

EXECUTIVE SUMMARY

Like this!

BRAND INVENTORY

An assessment of the health of a brand and its sources of equity from the company’s perspective

How does the company attempt to organize and position the brand?

BRAND INVENTORY How effective are the brand’s elements?

Marketing support programs?

BRAND INVENTORY

BRAND EXPLORATORY

An assessment of the health of a brand and its sources of equity from the consumer’s perspective

What are consumers’ perceptions about the brand’s elements and marketing support programs?

BRAND EXPLORATORY What are customers saying in their reviews?

BRAND EXPLORATORY A perceptual map can be helpful…

Organize your research into easy-to-understand exhibits!

Flow from the inventory and exploratory

Include Goals Strategies Tactics

RECOMMENDATIONS

RECOMMENDATIONS

Like this!

GOOD LUCK!