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

  • Total costs
    Total costs are the sum of the fixed and variable costs for any given level of production. ...
  • Short text messages
    Short text messages - 160 characters of text, using a sore and delivery technology, sent ...
  • Communication channels
    Communication channels deliver and receive messages from target buyers and include newspapers, ...
  • Stratified random sample
    Stratified random sample is one that divides the universe into subcategories, or strata, ...
  • Need recognition
    The first stage of the buyer decision process, in which the consumer recognizes a problem ...