Brand Audit Guidelines

Brand Inventory Brand Exploratory Brand Positioning and IBC Program

packaging. characters. symbols.Brand Inventory  Current profile of how all products and services sold by a compare are marketed and branded  Catalog names. trademarks  Product strengths and weaknesses  Relevant marketing activity . slogans.

surveys  Conduct qualitative research .focus groups.Brand Exploratory Secondary Sources  Company archives  Prior research  Personal interviews Primary Sources  Conduct quantitative research . depth interviews .

Brand Positioning and Supporting IBC Program  Structure program to move from current brand image to desired brand image  Define brand objectives for each consumer aggregate  Determine strategies to achieve objectives  Create tactics within each strategy .

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