Developing Brand Equity

Measurement and Management

system
 Brand Audit
A brand audit, is a more externally,
consumer-focused exercise to assess the
health of the brand, uncover its sources of
brand equity, and suggest ways to improve
and leverage its equity.
 Brand Audit
• Brand Inventory : to provide a current,
comprehensive profile of how all the products
and services sold by a company are marketed
and branded
• Brand Exploratory :to provide detailed
information about what consumers actually
think of the brand by means of the brand
exploratory
 Brand Inventory Elements
• Brand Elements
• Supporting Marketing Programs
• Profile of Competitive Brands
• POP & POD
• Brand Mantra
 Brand Exploratory

• Preliminary activities
• Qualitative techniques
– Mental Maps and core brand association
• Conducting quantitative research
LOCK DOWN HOLIDAYS ARE …………………………………………………
LIST OF QUALITTATIVE TECHNIQUES
Designing Brand Tracking studies
Brand tracking studies collect information from consumers on a routine basis over time,

Product – Brand Tracking

Corporate or Family Brand Tracking
Global Tracking
How to conduct Tracking studies ?
• Whom to track ?
• When and Where to Track.
• How to interpret the tracking studies
ESTABLISHING A BRAND EQUITY
MANAGEMENT SYSTEM
A brand equity management system is a
set of organizational processes designed
to improve the understanding and use of
the brand equity concept within a firm.
 Implementing Brand Management
System
• creating brand charter • Company view of brand
or Brand Bible equity into a document
• Assembling brand • Assembling the findings
equity reports, of Brand Tracking Survey
• Marketing Dashboard • Actual summary of
• Defining brand equity Brand related
responsibilities. information
• Overseeing Brand Equity