APPENDIX A

Brand Audits

A brand audit provides an analysis of an organization’s brand and its brand management and marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities, and threats. It identifies brand growth opportunities, including those achieved by brand repositioning and brand extension. The audit should result in recommendations to improve brand equity, brand positioning, and brand management and marketing effectiveness.

Brand Audit Components

The following are typical components of a brand audit:

Strategy Review:

- Business plans

- Marketing plans

- Brand positioning statement

- Brand plans

- Creative (or agency) briefs

- Media plans

Marketing Research Review:

- Brand positioning research

- Brand asset ...

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