Definition

Brand audit

Brand audit is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. Marketers should conduct a brand audit when setting up marketing plans and when considering shifts in strategic direction. Conducting brand audits on a regular basis, such as annually, allows marketers to keep their fingers on the pulse of their brands so they can manage them more proactively and responsively.

Share it:  Cite

More from this Section

  • Equilibrium price
    Equilibrium price is the prevailing market price at which you can buy an item. ...
  • Personal selling
    Personal selling refers to personal presentation by the firm’s sales force for the purpose ...
  • Media selection
    Media selection is finding the most cost-effective media to deliver the desired number ...
  • Web server
    Web server is a system capable of continuous access to the internet through retrieving ...
  • The marketing concept
    The marketing concept holds that the key to achieving organizational goals is being more ...