1. What is brand audit? Explain the challenges in conducting Brand audit?

What are the

steps involved?
A brand audit enables to identify the brand’s strengths and weaknesses together with
opportunities for innovation and growth so if the profits are falling or sales are not
performing a brand audit health check will help give the insights into the brand’s impact and
performance in the marketplace and, most importantly, why it’s not delivering. The purpose
behind a brand audit is plain and simple is to gain a fundamental understanding of where
your brand stands in its current state.

One of the possible challenges such audits create is the effect on the company morale.
Example from this challenges is, how to overcome the customer that hated that company’s
pizza. It’s difficult to accept and deal with a negative image. Once the hurdle is overcome,
addressing revealed issues may be very expensive, time-consuming, and results in
dismissals. Overall, improvement to brand equity may be slow. It may also unclear what
cause these negative perceptions in the first place, which emphasizes the importance of
carefully designing all audit materials.

2. Explain the qualitative research techniques and its advantages.

Qualitative research focuses on the quality of things such as what is their nature? What are
they like? How can they be described? It often involves the views or internal worlds of
participants, and may include data generated through the use of interviews, focus groups.
Example, qualitative research often gathers data from relatively small samples of people, and
can provide a ‘micro’ view of whatever issues you are examining. The relatively small amount
of data does not, however, make the researcher’s job easier. Because qualitative data often
take the form of words, narratives and descriptions, which are not easy to analyse, the
researcher must do a lot of intelligent interpretation of these data to identify relevant themes
and to make these understandable and credible for the reader. The more interpretation
involved in the analysis of the data the greater the need for explanation and justification of
the decisions in the methodology section.

The advantages of the qualitative research are:-

- Rich, in-depth detail is possible
- Events can be seen in their proper context or more holistically
- Appropriate for situations in which detailed understanding is required
- Research frameworks can be fluid and based on incoming or available data
- Qualitative research data is based on human experiences and observations
3. Explain how to measure brand awareness, brand image, brand responses and brand
relationship

4. Explain the six main facets of brand relationship quality

Brand relationship quality model with six strong facets relationships are proposed such as
love and passion, self-connection, interdependence, commitment, intimacy, and brand
partner quality. Love and passion has its position at the core of a strong brand relationship,
meaning infatuation, selfish, and even obsessive dependency. Self-connection reflects “the
degree to which the brands delivers on important identity concerns, tasks, or themes”
(Fournier, 1998, p. 364). Interdependence is associated to activities with a brand and strong
brand relationship involves frequent brand interactions. Commitment means the intention to
continue the relationship and having faith in the future of the relationship promoting the
longevity of the relationship. Intimacy lays in the elaborate knowledge structures and believes
that marks the brand as superior and irreplaceable. Finally, brand partner quality is regarded
as an overall relationship satisfaction and strength which comprises a positive orientation of
the brand toward the consumer, judgments of the brand’s overall dependability, reliability,
predictability, and adherence to rules (Fournier, 1998), and trust in the brand’s promises and
accountability for its actions.

The brand love relationship as a whole and the six facets can be regrouped in three main
dimensions: attachment (love/passion and self-connection), behavioral ties
(interdependence and commitment), and supportive cognitive beliefs (intimacy and brand
partner quality). These dimensions are based on several theories such as interdependency
theory and theories of attraction. However, love and passion are the essential concepts in
attachment theory.