This document outlines a brand audit template to assess a company's brand strategy, consumer wants and needs, market definition, and current brand image. The template includes analyzing a company's strategic direction, growth objectives, and core competencies. It also involves understanding the target market through segmentation, wants and needs, and evaluating the category size, growth, and competitiveness. Finally, the audit examines the current brand associations, positioning, attributes and how it differentiates from competitors.

1. Brand Audit Outline
1. Company or business unit’s strategic direction
a. Company/BU growth objectives
b. Business model, e.g. direct-to-consumer, channel partners
c. Key alliances or co-branding partners
d. Strategic initiative and implications for brand
e. Core competencies and company personality
2. Consumer wants and needs
a. Target market (category and brand-specific):
i. Category purchase or usage behavior
ii. Demographic & psychographic characteristics
iii. Geographic concentration
b. Audience size and segmentation
i. How is market typical segmented? Product type,
pricing, quality, etc.
ii. How big are these segments, where is the volume?
c. Target wants and needs relative to the category
3. Market definition and attractiveness
a. Define the category/industry your brand is in
b. Show industry/category size (in revenues), growth over past 3
years
and projected growth over next 3 years
c. Assess industry/category competitiveness – number of
competitors

2. d. Identify and profile the most relevant competitive set:
i. Most current market share and recent trends
ii. Salient brand attributes
iii. Perceived strengths/weaknesses
iv. Implied positioning and brand imagery
4. Current brand image
a. What is the brand known for?
b. What brand elements are associated with the brand – logo,
tagline,
trademarks, sub-brands, etc.
c. Brand attributes/customer association
d. Points of parity/points of differentiation/mindset vs.
competition
e. Current positioning – taglines, brand visuals/symbols, current
ad
campaign