brand+audit - Marketing Research Brand audit 3 2 Brand...

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Brand audit Marketing Research
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3 2 Brand Audit Externally, consumer-focused assessement A comprehensive examination of a brand involving activities to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage that equity It includes brand vision, mission, promise, values, position, personality, and performance
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3 3 Importance of Brand Audits Understand sources of brand equity Firm perspective Consumer perspective Set strategic direction for the brand Recommend marketing programs to maximize long-term brand equity
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3 4 Brand Audit Steps Brand inventory (supply side) Brand exploratory (demand side)
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3 5 Brand Inventory A current comprehensive profile of how all the products and services sold by a company are branded and marketed: Brand elements Supporting marketing programs Profile of competitive brands POPs and PODs Brand mantra
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3 6 Brand Inventory (Cont.) Suggests the bases for positioning the
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This note was uploaded on 01/18/2012 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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brand+audit - Marketing Research Brand audit 3 2 Brand...

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