Scribd Logo
Upload

Welcome to Scribd!

  • Brand Audit Guidelines

    Uploaded by

    Maria Majid
    9 views4 pages
    The document outlines guidelines for conducting a brand audit including creating a brand inventory of all marketing elements, an exploratory analysis of primary and secondary sources to understand customer perceptions, and developing a brand positioning and integrated brand communications program to move the current brand image to the desired one through defining objectives, strategies, and tactics.

    Original Description:

    Original Title

    Brand Audit Guidelines[1]

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document outlines guidelines for conducting a brand audit including creating a brand inventory of all marketing elements, an exploratory analysis of primary and secondary sources to understand customer perceptions, and developing a brand positioning and integrated brand communications program to move the current brand image to the desired one through defining objectives, strategies, and tactics.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    9 views4 pages

    Brand Audit Guidelines

    Uploaded by

    Maria Majid
    The document outlines guidelines for conducting a brand audit including creating a brand inventory of all marketing elements, an exploratory analysis of primary and secondary sources to understand customer perceptions, and developing a brand positioning and integrated brand communications program to move the current brand image to the desired one through defining objectives, strategies, and tactics.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

    Brand Audit Guidelines

    Brand Inventory
    Brand Exploratory
    Brand Positioning and IBC
    Program
    Brand Inventory

     Current profile of how all products and


    services sold by a compare are
    marketed and branded
     Catalog names, symbols, characters,
    packaging, slogans, trademarks
     Product strengths and weaknesses
     Relevant marketing activity
    Brand Exploratory

    Primary Sources
    Secondary Sources
     Conduct
    Companyquantitative
    archives research - surveys
     Conduct
    Prior research
    qualitative research - focus
     groups,
    Personaldepth interviews
    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

    You might also like