INDEX

1. Introduction…………………………………………….. 01

2. The New Accountability………………………………. 02

3. Conducting Brand Audit…..……………..………….…. 02

4. Brand Inventory… ………………….…………………. 04

a) Rationale……….. …………..………………………. 05

5. Brand Exploratory…… …………..………………........ 05

a) Preliminary Activities……..…………………………06

b) Interpreting qualitative research …………………… 07

i. Criteria……….. ……………………………..……. 07

ii. Mental maps and core brand associations…………. 08

iii. Core brand association…………………………….. 08

iv. Brand concept map………………………….…...... 09

c) Conducting quantitative research…………………….. 10

6. Brand positioning………………………………….….... 11