2. Brand Audit
A brand audit is a comprehensive examination of a
brand to discover its sources of a brand equity. A brand
audit requires understanding the sources of brand equity
from the perspective of both the firm and the customer.
Brand audit includes,
• Brand Inventory
• Brand Exploratory
3. Brand Inventory
The purpose brand inventory is to provide a current ,
comprehensive profile of how all the products and
services sold by a company are marketed and branded.
A brand inventory provides a thorough profile of the
current marketing and branding efforts of a company’s
goods and services.
5. Brand Exploratory
Brand Exploratory is research activity conducted to
understand what consumers think and feel about the
brand and its corresponding product category to identify
sources of brand equity.
