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  • Government Ramanarayana Chellaram College Brand Audit

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    This document discusses brand audits, which involve comprehensively examining a brand to assess its health and uncover the sources of its equity. The summary includes: 1. A brand audit involves both an internal inventory of brand elements and marketing programs as well as an external exploration of consumer perception to understand sources of brand equity from both the firm and consumer perspective. 2. The brand audit process includes conducting an inventory of brand elements, marketing programs, competitors, and points of purchase/points of decision, as well as an exploratory of consumer awareness, favorability, uniqueness of associations, and customer-based brand equity. 3. The goals of a brand audit are to understand sources of brand equity, set strategic direction

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    This document discusses brand audits, which involve comprehensively examining a brand to assess its health and uncover the sources of its equity. The summary includes: 1. A brand audit involves both an internal inventory of brand elements and marketing programs as well as an external exploration of consumer perception to understand sources of brand equity from both the firm and consumer perspective. 2. The brand audit process includes conducting an inventory of brand elements, marketing programs, competitors, and points of purchase/points of decision, as well as an exploratory of consumer awareness, favorability, uniqueness of associations, and customer-based brand equity. 3. The goals of a brand audit are to understand sources of brand equity, set strategic direction

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    12 views10 pages

    Government Ramanarayana Chellaram College Brand Audit

    Uploaded by

    anon_859572743
    This document discusses brand audits, which involve comprehensively examining a brand to assess its health and uncover the sources of its equity. The summary includes: 1. A brand audit involves both an internal inventory of brand elements and marketing programs as well as an external exploration of consumer perception to understand sources of brand equity from both the firm and consumer perspective. 2. The brand audit process includes conducting an inventory of brand elements, marketing programs, competitors, and points of purchase/points of decision, as well as an exploratory of consumer awareness, favorability, uniqueness of associations, and customer-based brand equity. 3. The goals of a brand audit are to understand sources of brand equity, set strategic direction

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    of 10

    GOVERNMENT RAMANARAYANA CHELLARAM COLLEGE OF

    COMMERCE AND MANAGEMENT BENGALURU 560001

    SUBJECT: STRATEGIC BRAND MANAGEMENT


    TOPIC: BRAND AUDIT & VALUATION

    SUBMITED BY: ARUN KUMAR.G


    MURTHY A N
    . ANANDA DAYAPOLE

    SUBMITED TO: TAHSEEN


    PROFESSOR
    BRAND AUDIT

    • Externally Consumer focused assessment

    • A comparehensive examination to assess the helta of the brand,uncover it’s source of


    equit.and suggest way to improve and leverage that equity
    BRAND AUDIT IT’S INCLUDE

    • Brand vision
    • Mission
    • Promise
    • Values
    • Position
    • Personality
    • performance
    IMPORTANCE OF BRAND AUDITS

    • Understanding source of brand equit


    1. Firm perspective
    2. Consumer perspective
    • Set strategic direction for the brand
    • Recommend marketing programs to maximize long term brand equity
    BRAND AUDITS STEPS

    • Brand Inventory. (Supply side)

    • Brand exploratory. (Demand side)


    BRAND AUDIT STEPS:

    1.  Brand inventory:.
    • Brand eliments.

    • Supporting marketing programs.

    • Profile of compitetive brands.


    • POPs and PODs.

    • Brand mantra..

    1.  Brand exploratory: 
    • Awareness.

    • Favorability.
    • Uniqueness of association.

    • Customer based equity model.


    SUGGESTED BRAND AUDIT OUTLINE:

     
    • Brand audit objectives, scope, and approach.

    • Background about the brand.


    • Background about the industries.

    • Consumer analysis (trends, motivation, perception, needs, segmentation, behavior)

    1. Brand inventory. 
    • Elements, current marketing programs, POPs, PODs.

    • Branding strategies (extensions, sub- brands, etc.)

    • Brand portfolio analysis.


    • Compititors brand intentory.

    • Strengths and weaknesses.


    BRAND AUDIT OUT LINE:
     

    1. Brand exploratory.
    • Brand association.
    • Brand positioning analysis.
    • Consumer conseptions analysis v/s compitetion.
    • Summary of compitetion analysis.
    • SWOT analysis.
    • Brand equity evaluation.
    • Strategic brand management recommendation.
    DEFFERENCE BETWEEN BRAND INVENTORY AND BRAND EXPLORATORY

    • Brand Audit: 

    1. Brand inventory:
    • Suggests the basis for posting the brand.

    • Offers insight to how brand equity may be better managed.


    • Assesses consistently in message among activities, brand extension, and sub- brands in order to avoid
    redundancies, overlaps, and consumer confusion. 

    1. Brand exploratory: 
    • Uncovers knowledge structure for the core brand as well as it's competitive.
    Thank you

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