brand audit by patti girardi
DESCRIPTION
Brand audit componentsTRANSCRIPT
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THE BRAND AUDITIMC 613
Professor Girardi
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Brand Audit = An analysis of the current value/position of a
brand
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I. Executive SummaryII. Brand InventoryIII. Brand ExploratoryIV. Recommendations
BRAND AUDIT COMPONENTS
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EXECUTIVE SUMMARY
Short summary of findings
No more than one page
Typically, the last piece written
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EXECUTIVE SUMMARY
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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?
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BRAND INVENTORY How effective are the brand’s elements?
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Marketing support programs?
BRAND INVENTORY
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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?
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BRAND EXPLORATORY What are customers saying in their reviews?
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BRAND EXPLORATORY A perceptual map can be helpful…
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Organize your research into easy-to-understand exhibits!
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Flow from the inventory and exploratory
Include Goals Strategies Tactics
RECOMMENDATIONS
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RECOMMENDATIONS
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GOOD LUCK!