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Brand audit components
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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
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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
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GOOD LUCK!
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