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

  • Idea generation
    The systematic search for new product ideas is called Idea generation. A company typically ...
  • Concept testing
    Concept testing refers to testing new-product concepts with a group of target consumers ...
  • Slotting fee
    Slotting fee is a fee charged to advertisers by media companies to get premium positioning ...
  • Buyers
    Buyers are the people in an organization,s buying center who make an actual purchase. ...
  • Metamarkets
    Metamarkets are the result of marketers packaging a system that simplifies carrying out ...