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Conducting a Brand Audit

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Presentation on theme: "Conducting a Brand Audit"— Presentation transcript:

1 Conducting a Brand Audit
Chapter Fifteen Conducting a Brand Audit Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e Copyright © 2018 Oxford University Press

2 Figures and Tables Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e Copyright © 2018 Oxford University Press

3 Figure 15-1 Conducting a Brand Audit
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e Copyright © 2018 Oxford University Press

4 Figure 15-2 Example of Brand Research for Apple
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e Copyright © 2018 Oxford University Press

5 Figure 15-3 Example of a Mental Map for Kellogg’s using a ZMET
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e Copyright © 2018 Oxford University Press

6 Figure 15-4 Summary View of Brand Strengths and Weaknesses
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e Copyright © 2018 Oxford University Press


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