Brand Audit by Patti Girardi

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Brand audit components

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Brand Audit by Patti Girardi

  1. 1. THE BRAND AUDIT IMC 613 Professor Girardi
  2. 2. Brand Audit = An analysis of the current value/position of a brand
  3. 3. I. Executive Summary II. Brand Inventory III. Brand Exploratory IV. Recommendations BRAND AUDIT COMPONENTS
  4. 4. EXECUTIVE SUMMARY  Short summary of findings  No more than one page  Typically, the last piece written
  5. 5. EXECUTIVE SUMMARY  Like this!
  6. 6. BRAND INVENTORY  An assessment of the health of a brand and its sources of equity from the company’s perspective  How does the company attempt to organize and position the brand?
  7. 7. BRAND INVENTORY  How effective are the brand’s elements?
  8. 8.  Marketing support programs? BRAND INVENTORY
  9. 9. BRAND EXPLORATORY  An assessment of the health of a brand and its sources of equity from the consumer’s perspective  What are consumers’ perceptions about the brand’s elements and marketing support programs?
  10. 10. BRAND EXPLORATORY  What are customers saying in their reviews?
  11. 11. BRAND EXPLORATORY  A perceptual map can be helpful…
  12. 12.  Organize your research into easy-to- understand exhibits!
  13. 13.  Flow from the inventory and exploratory  Include  Goals  Strategies  Tactics RECOMMENDATIONS
  14. 14. RECOMMENDATIONS  Like this!
  15. 15. GOOD LUCK!

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