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Brand Audit Guidelines


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Brand Audit Guidelines

  1. 1. Brand Audit Guidelines Brand Inventory Brand Exploratory Brand Positioning and IBC Program
  2. 2. Brand Inventory <ul><li>Current profile of how all products and services sold by a compare are marketed and branded </li></ul><ul><li>Catalog names, symbols, characters, packaging, slogans, trademarks </li></ul><ul><li>Product strengths and weaknesses </li></ul><ul><li>Relevant marketing activity </li></ul>
  3. 3. Brand Exploratory <ul><li>Secondary Sources </li></ul><ul><li>Company archives </li></ul><ul><li>Prior research </li></ul><ul><li>Personal interviews </li></ul><ul><li>Primary Sources </li></ul><ul><li>Conduct quantitative research - surveys </li></ul><ul><li>Conduct qualitative research - focus groups, depth interviews </li></ul>
  4. 4. Brand Positioning and Supporting IBC Program <ul><li>Structure program to move from current brand image to desired brand image </li></ul><ul><li>Define brand objectives for each consumer aggregate </li></ul><ul><li>Determine strategies to achieve objectives </li></ul><ul><li>Create tactics within each strategy </li></ul>