Brand Audit Guidelines

A comprehensive examination of a brand in terms of its sources of brand equity

1. The brand inventory
2. The Brand exploratory
I. The Brand Inventory
A current, comprehensive profile of ho all products and services are mar!eted, branded, and
sold by a company
1. Identify all brand elements
"lo#os, symbols, characters, pac!a#in#, slo#ans, trademar!s$
2. Identify the inherent attributes of the product%idea%service
" pricin#, communications, distribution policies, other relevant mar!etin# activity$
&. 'rofile direct and indirect competitive brands for points of parity and points of
difference.
Information obtained,
( the basis for current brand perceptions,
( The consistency and continuity of mar!etin# pro#rams
( 'erceptions of line and product extensions by customers and
the distribution channel
II. The Brand )xploratory
An investi#ation of consumer !noled#e of the brand, aareness, and the stren#th, favorability,
and uniqueness of associations "cate#ory, use, brand promise*$
1. Analysis of prior research studies "internal, external$
2. Intervie of internal personnel for opinions of customer perception and
competitive brand
&. Identify problem areas%inconsistencies ith the mar!et reality
+. Identify customer, purchase, use, and disposal patterns
III. ,ecommendations for brand positionin#, and mar!etin# strate#y.
Brand Presentations
Responsibilities for the presenting team include:
-electin# and distributin# readin# material for your classmates to read in preparation for
the discussion at least 1 ee! before your class presentation day.
'roposin# a question or to for the rest of the class to consider.
.evelopin# a presentation to use in leadin# a class discussion on the case that focuses on
the recommendations that you all have developed as ell as any other questions you
thin! the class should consider.
Class discussion. /ou should attempt to motivate discussion in each part of your presentation,
but, at the very least, you ill need ta!e an opportunity to open up the conversation for critical
thin!in# and discussion.
Responsibilities for all other students not presenting include:
0ritin# a one(pa#e response "sin#le(spaced$ to the question"s$ posed by the team on the
topic and brand.
.o you connect it to any other brands1 Are there any other analysis approaches that
ould be especially interestin# for this brand1
'rovidin# feedbac! to the presentin# team