In its simplest form, brand marketing is your company's promotion of a product or service. ... Your logo and company name is part of each marketing campaign but getting the company brand out there is not the main objective. Brand communications, on the other hand, is the essence of your business.

1. BRAND AUDIT & BRAND
RESEARCH
BRANDING
AND
MARKETING
COMMUNICATION
Hany Sewilam - 2022 1

2. DEFINITION
Keller (2008, p. 126):
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“Brand audit is a comprehensive
examination of a brand to discover its
sources of brand equity”
Hany Sewilam - 2022

3. Concept of Brand Audit
• External-oriented
• Customer-focused
• Assess the health of the brand
• Uncover the sources of brand equity
• Suggest ways to improve and leverage the
brand equity
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4. Brand Audit Perspective
• A brand audit reguires understanding sources of brand equity
from the perspective of both the firm and the consumer.
• The Firm perspective
It is necessary to understand exactly what product and
services are currently being offered to the consumer and how
they are being marketed and branded
• The Consumer perspective
It is necessary to dig deeply in their minds and tap
perceptions and beliefs to uncover the meaning of brands and
products
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5. Brand Audit Steps
Keller (2008):
1. Brand Inventory  provide a current,
comprehensive profile of how all the products and
services sold by a company are marketed and
branded
Brand inventory analysis includes the following
descriptions:
1. The names, logos, symbols, characteristic, packaging, slogans, or
other trademark used
2. The inherent product attributes or historical characteristics of the
brand and pricing, communications, distribution policies, and any
other relevant marketing activity related to the brand
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6. Brand Audit Steps
2. Brand Exploratory  provide detailed information
about what consumers think of the brand.
Brand exploratory is reserach acitivity designed to
identify potential sources of brand equity.
Activities that useful for brand exploratory are :
1. Reviewing past studies
2. Interviewing relevant personnel to get some insight.
3. Do qualitative and quantitave research for the wide range
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7. Based on above figure,
The data in brand inventory, will help brand flush out the bottom left
quadrant and tell the position of brand are claiming out there in the world
The data in brand exploratory, will help brand fill out the top two slices of the
piece, telling the brand position by customers currently think and what
customer value for the brand
By Keller
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8. Brand Audit
Worksheets
Branding and Marketing Communication
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9. Types of Worksheets
• Market Analysis
• Target Audience
• Competitive Analysis
• Point of Differentiation (POD)
• Brand Traits
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• Brand Positioning
• Brand Message
• Brand Credentials
• Marketing Communication
• Brand Measurement

10. 180MM subscribers, 9 million web users (53% between 18 and 27),
+9.3% growth yoy, QWERTY market
Internet penetration doubled in the past 4 years (45% mail, 45% social media
& chat, 10% browsing)
Applications on smartphones (ala I-Phone)
Community formation (BB communities)
Practical, useful, worthwhile, easy to get & cheap applications on smartphones
XXX Million USD per year
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11. Source of data:
Cluster Analysis
Media Segmentation Data
In Depth Interviews
Focus Group Discussion
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12. Male
15-25 yo
SEC A/B
Live in top cities
Techno savvy
Progressive
Want to be the best
5MM people Electronics malls
Certified dealers
TV (main)
Magazine
Radio
Mobile
Social network
Female
15-25 yo
SEC A/B
Live in top cities
High mobility
Design vs feature
Social networking
Function #1
Electronics malls
Certified dealers
TV (main)
Magazine
Mobile
Social network
5MM people
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13. Nokia
Blackberry 500K users (+3000 per day)
IPhone 80K users
49% of cellphone category
86% of smartphone category
Rp.4-6M
Rp.6-8M
Rp.1.5 (C class)
-6M
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14. Result of
the factors analysis!
Result of
Discriminant
Analysis
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15. NOKIA
Blackberry
Iphone
Cheap internet connectivity
Trend following
Young, hip & cool
Exclusivity
Interesting Applications
Trusted brand?
User friendly?
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16. Result of study on brand
character association
variables
Brand Character that is in
line with the brand strategy
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17. Smart
Trendy
Cool
Efficient
The Pioneer X
X
A trusted friend
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18. Source of data:
Qualitative Assesment of
Communication Assetss
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19. Smart phones
Real time, Instant Access
& connectivity
Only Nokia Human technology
enables you to get more out of life.
NOKIA
Blackberry
Iphone
Internet connection (push email,
Social networking, browsing)
BB messaging
Touch/QWERTY, camera, Internet
Sleek design
User friendly interaction
Touch screen , Camera , Internet
Unique & Free Applications
Personal music organizer
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20. Brand Message Worksheet
What we want them to think:
What the target thinks now:
Core brand message :
The message that will change their behavior/perception
RTB:
The claim support/reason to believe that brand
can deliver the message
Target
Audience:
Product :
Brand :
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21. Brand Message Worksheet
What we want them to think:
What the target thinks now:
Core brand message :
RTB:
Target
Audience:
Young Urbanites
Product : Smart Phone
Brand : Nokia
Nokia is the real people connector.
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22. Historical tracking of brand’s
good credentials
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23. Based on media budget
tracking.
Should also be done on
competitors as a comparison
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24. Source of data:
Retail Data
Brand Health Scorecard
Household Panel data
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25. Brand Measurement Worksheet
Oct 09 Nov 09 Dec 09 Jan-10 Feb-10
Sales (MM USD) 121 111 100 156 188
Distribution 89 89 89 89 90
Market Share 9% 8.9% 8.6% 9.2% 9.5%
Market Price 18999 19001 19201 16700 15900
Complaints 10 12 9 9 9
Awareness 80% 80% 80% 84% 84%
Brand Preference
Perceived Quality
Perceived Value
Perceived Difference
Customer Satisfaction
Purchase Intent
Repurchase Intent
Willingness to refer
Loyalty 10% 9% 8% 10.5% 11%
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26. Brand
Research
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27. Objectives
1. Assess customer perception about brand
2. Assess brand health
3. Assess brand competition
4. Assess brand potentials
5. Assess market opportunities
6. Evaluate brand innovation
7. Etc
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28. Brand Research Steps
Formulate
Research
Problems and
Objectives
Conduct
Explorative Study
Prepare Field
Study
Conduct Data
Collection
Conduct Data
Analysis
Conclusion and
recommendation
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29. Example: Sunsilk Co-Creation (1)
• Sunsilk launched the co-creation formulas for shampoo and hair care in 2009.
• Objective: to strengthen Sunsilk images
• Problem: To what extent perception toward Sunsilk Co-Creation influences the
image of Sunsilk?
Research
Problem
• Literature study on brand extension and consumer’s perceptions of consumer
goods
• In-depth interview with Sunslik Senior Brand Manager and FGD with Sunsilk
target market. Objectives: to identify important attributes for survey research
Exploratory
Study
• Design questionnaire
• Determine population
• Design sampling method
• Determine sample size
• Design data collection and analysis
Field Study
Design
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30. Example: Sunsilk Co-Creation (2)
Questionnaire variables:
• Sunsilk as a brand which give beautiful hair result
• Sunsilk as a brand that solves various hair
problems
• Sunsilk as a brand that gives visible result to the
users
• Sunsilk as a trusted brand
• Sunsilk as a modern brand
• Sunsilk as a brand that makes its users feels
confident with their hair
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31. Example: Sunsilk Co-Creation (3)
Respondent Data
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32. Example: Sunsilk Co-Creation (4)
Respondents’ Perceptions
No Variable Mean Top Two Box
1
More Convinced that Sunsilk Gives
Beautiful Hair All Day
2.67 65.83%
2
More Convinced that Sunsilk as a
Brand that Solves Various Hair
Problem
2.75 66.84%
3
More Convinced that Sunsilk Gives
Visible Result to its Users
2.68 63.59%
4
Establish Sunsilk Image as Trusted
Brand
2.96 80.55%
5
More Convinced that Sunsilk is a
Modern Brand
3.11 88.03%
6
Enhance image of Sunsilk as a Brand
that Makes its Users Feel Confident
2.84 73.31%
No Variable Mean Top Two Box
1 Sunsilk Gives Beautiful Hair All Day 2.49 48.88%
2
Sunsilk as a Brand that Solves Various
Hair Problem
2.4 44.14%
3
Sunsilk Gives Visible Result to its
Users
2.36 38.91%
4 Sunsilk is a Trusted Brand 2.72 68.33%
5 Sunsilk is a Modern Brand 2.67 65.84%
6 Sunsilk Makes its Users Feel Confident 2.38 43.40%
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33. Example: Sunsilk Co-Creation (5)
T-Test of Mean Differences
Paired Differences
t Df
Sig.
(2-
taile
d)
Mean
Std.
Deviat
ion
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair
1
Beautiful Hair Pre –
Beautiful Hair Post
-.17955 .63062 .03149 -.24146 -.11764 -5.702 400 .000
Pair
2
Solves Hair Problems Pre –
Solves Hair Problems Post
-.34165 .66745 .03333 -.40717 -.27612 -10.250 400 .000
Pair
3
Visible Result Pre – Visible
Result Post
-.32419 .60385 .03015 -.38347 -.26491 -10.751 400 .000
Pair
4
Trusted Brand Pre – Trusted
Brand Post
-.23441 .63239 .03158 -.29650 -.17233 -7.423 400 .000
Pair
5
Modern Brand Pre –
Modern Brand Post
-.44888 .80188 .04004 -.52760 -.37016 -11.210 400 .000
Pair
6
Give Confidence Pre – Give
Confidence Post
-.46135 .69938 .03493 -.53001 -.39269 -13.210 400 .000
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34. Example: Sunsilk Co-Creation (6)
Regression Analysis
Y = 0.938 + (0.017 x X1) + (0.670 x X2)
Y = Overall perception of ability to solve all
hair problems of Sunsilk after Co-Creation
X1 = Perception of Sunsilk
X2 =Perception of Sunsilk Co-Creation
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35. Example: Sunsilk Co-Creation (7)
Conclusions
“Sunsilk Co-creation significantly affects respondents’
perceptions toward Sunsilk, the strongest one is about its
ability to solve all hair problems”
Recommendations
• Sunsilk can maximize this opportunity by adding well-
known brand ingredient to its product or doing
ingredient branding.
• Adding a well-known hair experts, preferably
Indonesian hair expert, to be a ‘local ambassador’ of
Sunsilk in Indonesia
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Hany Sewilam - 2022

36. Example: Rolex Brand Audit
• History
• Brand Inventory
– Product related attributes
– Rolex brand portfolio
– Communication, pricing and distribution
• Brand Exploratory
– Customer knowledge
– Sources of brand equity
– Ambassadors
– Sports & culture
– Philanthropy
– CBBE
– Counterfeiting: threat to equity
• Recommendations
– Introduce new design
– Connect with female customers
– Attack the counterfeit industry
– Understand younger consumers
– Communicate long-term value
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Hany Sewilam - 2022

37. Example : Calvin Klein Brand Audit
Brand inventory
Target market : The consumer who is “14 to 50 years old and desires modern
fashion forward products”
Distribution : distributed within all tiers department store and reach all levels of
consumers
Advertising : advertising spans in 21 countries and reaches and estimated 98
million people globally.
Product : have a variety of product classifications, (women’s sportwear, denim,
menswear, underwear, men’s accessories and footwear, swimwear, fragrances,
eyewear, footwear, home furnishings)
Price : have the variying prices.
Promotions : used brand ambasador
Place : has stores in 130 territories outside US and 650 domestic retail locations
Brand Mantra : “Sex, luxurious, minimal, classic, intimate and professional”
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38. Brand Elements  Name : “Calvin Klein”
Symbols : “CK”
Slogans : - “Between love and madness lies obsession”
- “Nothing comes between me and my Calvin Klein”
(for CK jeans)
Sultry and neutral colors for the shopping bags
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39. • Brand Exploratory
- Consumers trusting of the brand
- Consumers feel confident used the product
- Consumers have perception that CK produces quality lasting products
- Key word describe the brand by consumers :
“ Sexy, Sophisticated, Casual, Hip, Daring and Distinct”
Recommendation
Calvin Klein for children is currently the weakest of the company brand
extentions because it is still lacking in the profit.
The brand must expand their products to include clothing that children living
in household with alower income would wear.
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40. Mapping Brand
Association
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41. Features of Brand Association
1. Strength.
2. Favorability/valence.
3. Uniqueness.
4. Relevance.
5. Number.
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42. Steps
1. Determine the competitive set.
2. Generate free associations.
3. Collect response latency data for strength of
associations.
4. Measure uniqueness, relevance, and
favorability of associations.
5. Construct the strategic brand association maps.
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