Brand Audit Guidelines

Brand Inventory Brand Exploratory Brand Positioning and IBC Program

Brand Inventory
Current profile of how all products and services sold by a compare are marketed and branded Catalog names, symbols, characters, packaging, slogans, trademarks Product strengths and weaknesses Relevant marketing activity

Brand Exploratory
Secondary Sources Company archives Prior research Personal interviews Primary Sources Conduct quantitative research - surveys Conduct qualitative research - focus groups, depth interviews

Brand Positioning and Supporting IBC Program

Structure program to move from current brand image to desired brand image Define brand objectives for each consumer aggregate Determine strategies to achieve objectives Create tactics within each strategy