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Brand Audit Guidelines

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Presentation on theme: "Brand Audit Guidelines"— Presentation transcript:

1 Brand Audit Guidelines
Brand Inventory Brand Exploratory Brand Positioning and IBC Program

2 Brand Inventory Current profile of how all products and services sold by a compare are marketed and branded Catalog names, symbols, characters, packaging, slogans, trademarks Product strengths and weaknesses Relevant marketing activity

3 Brand Exploratory Secondary Sources Company archives Prior research
Personal interviews Primary Sources Conduct quantitative research - surveys Conduct qualitative research - focus groups, depth interviews

4 Brand Positioning and Supporting IBC Program
Structure program to move from current brand image to desired brand image Define brand objectives for each consumer aggregate Determine strategies to achieve objectives Create tactics within each strategy

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