Brand Audit Report

Total marks=20

Final project
BBA MARKETING
 Contents

 What brand Audit?

 Why brand audit?
 Brand Summary
 Brand audit tools and dimensions?
 Brand audit Stages
 Brand Audit

A brand audit is effectively a health check of the brand

to identify and address problems areas with a net result
of helping you turn things around and grow your
bottom line. Brands are like living entities with life
cycles
 Brand Audit Cont’d

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
positioning and brand extension. The audit should result
in recommendations to improve brand equity, brand
positioning, and brand management and marketing
effectiveness.”
 Why?

 Brand strengths and weaknesses

 Brand awareness, recognition, and recall
 Brand inconsistencies
 Internal brand perception
 Brand promise as part of the corporate culture
 Brand architecture
 Market position
 Brand differentiators
 External brand perceptions and expectations
 Internal brand management
 Brand marketing (including brand identity, brand pricing, brand messaging,
and so on)
 Brand resources, budget, and strategy
 Step 1: Create Brand Summary
marks=03

 Primary Value Proposition

 Secondary Value Proposition
 Most Powerful Emotional Benefits Conveyed to Our Customers
 The Three Things Our Brand Should Mean to Our Customers
 The Five Human Personality Traits that Describe How We Want the
Market to View Our Brand
 Brand Promise
 25-Word Brand Positioning Statement
 Brand Story
 What Our Brand Is Known For
 Brand Audit Step 2: External-Survey
marks=07

Selecting the Questions

 What do you think {product }
stands for?  Email/ Website
 What are the key benefits  Direct-Mail
{product}delivers?  One-to-One
 How would you describe your  Telephone Results
experience working with
{product}?  Combination
 When purchasing from/working
with {product} what’s a word or
 SPSS for analysis
phrase that describes what you  Basic descriptive analysis
expect from us each time?
 Interpretation
 If {product} were a person, how
would you describe him/her?
What human personality traits
match the brand?
 What is the main thing you think
of when you hear {product }?

Survey method
Brand Audit Step 3: Current situational Analysis
marks=20

 Competitive SWOT Matrix

 Competitive Positioning Map
 Competitive CBBE Analysis
 Competitive brand touch points analysis
 Competitive Product life cycle
 Competitive brand elements sheet
 Value chain analysis
 Value creation analysis
 Competitive BCG Analysis
 Five forces analysis
 Competitive SWOT Matrix

Competitor 1 Competitor 2 Your Brand

Strengths • • •
• • •
• • •
Weakness • • •
• • •
• • •
Opportunity • • •
• • •
• • •
Threat • • •
• • •
• • •
SWOT Strategy
Competitive Positioning Map
Brand Pyramid
Competitive Product life cycle
Brand elements
Brand
Competitor 1
Elements
Competitor 2 Your company

Brand name

Brand Promise

Brand Slogan

Brand logo and symbol

Packaging material

Character

Brand personality

Target Market

Product Analysis
Strengths
Weakness
Differentiation
Brand Elements
Value chain analysis
BCG ANALYSIS
 STEP 5: Future Recommendation
Marks=05

 Area’s of Improvement
 Recommendation for improvements
 Development of Brand elements