Sometimes organizations have us perform brand management and marketing audits. The simplest audit includes internal interviews, brand research reviews, marketing plan reviews and website and collateral material reviews for the brand in question and competitive brands.
Most of the time the audits we perform are much more involved. They include assessment of the following areas:
- Brand research
- Brand value
- Brand equity measurement
- Consumer perceptions of the brand
- Competitor brand strategies and messaging
- Brand strategy
- Brand positioning
- Brand architecture
- Brand identity standards and system
- Brand advertising
- Social media presence
- Other marketing communications
- Brand/product fit
- Brand extensions
- Brand licensing
- Trademark, trade dress and other legal considerations
- Organization design
- Internal marketing functions and capabilities
- Marketing metrics and common measures
- Internal brand alignment
- Marketing employee competencies
- Agency partner competencies
The purpose of these audits is to determine the organization's brand management and marketing strengths, weaknesses, opportunities and threats. We present our findings together with implications and our recommendations.
For greater detail on this subject, see Brand Aid's Appendix A: Brand Audits.
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