Académique Documents
Professionnel Documents
Culture Documents
S U S TA I N I N G B R A N D R E L E VA N C E
HOW TO CONDUCT A
BRAND AUDIT
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
Copyright
© 2015
Brand
Amplitude
LLC
All Rights Reserved – May Not Be Reproduced Without Permission
CONTENTS
§ Examples
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
1
WHAT
IS
A
BRAND
AUDIT?
Note: While we refer to company throughout, the process works equally well for other types of
organizations and brands.
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
2
WHY
CONDUCT
A
BRAND
AUDIT?
§ A Brand Audit reveals a brand’s true posiQon and meaning to its stakeholders.
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
3
HOW
AUDITS
ARE
USED
USED
FOR:
Brand Audits…
§ Diagnosing
brand
strengths
and
§ Assess
how
well
the
brand
delivers
idenQfying
potenQal
vulnerabiliQes
against
company
objecQves
or
shortcomings.
§ IdenQfy
customer
wants,
needs,
and
§ Developing
value
proposiQon,
trends
at
the
category
level
idenQty
and
posiQoning.
§ Inventory
and
categorize
brand
porYolio
elements
and
assets
(trademarks,
sub-‐
NOT
USED
FOR:
brands,
logos,
taglines)
§ CompeQQve
benchmarking
§ Evaluate
the
brand’s
current
image
(how
it
is
perceived
by
customers
and
other
§ Brand
tracking
key
stakeholders)
§ Brand
health
assessment
§ IdenQfy
potenQal
sources
of
differenQaQon,
tablestakes,
vulnerabiliQes
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
4
BRAND
AUDITS
ORGANIZE
INFORMATION
n As
with
a
SWOT
analysis
or
financial
audit,
a
brand
audit
organizes
and
disQlls
criQcal
company
informaQon
to
make
it
easier
to
digest
and
recognize
strategic
implicaQons.
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
1.5
5
TYPES
OF
INFORMATION
REQUIRED
§ InformaQon
for
a
brand
audit
o`en
exists
outside
of
markeQng,
so
be
sure
to
ask
your
colleagues.
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
6
GETTING
STARTED
§ Once
you
have
idenQfied
the
best
informaQon
sources,
the
next
step
is
to
organize
the
most
relevant
informaQon
into
four
categories.
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
7
IN
OUTLINE
FORM,
YOUR
AUDIT
MIGHT
LOOK
LIKE
THIS…
YOU
MIGHT
WANT
TO
USE
THE
TEMPLATE
THAT
FOLLOWS
TO
PRESENT
IT
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
8
COMPANY
ASSESSMENT
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
9
CUSTOMER
ASSESSMENT
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
10
MARKET
ASSESSMENT
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
11
BRAND
IMAGE
ASSESSMENT
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
12
3-‐CIRCLE
BRAND
ASSESSMENT
FRAMEWORK
Potential
§ All
of
this
informaQon
Differentiators
is
summarized
in
the
Ideas or traits that are important to
customers and unique to the brand
3-‐Circle
Assessment.
This
framework
helps
disQnguish
what
is
disQncQve
about
your
brand
from
what
is
Brand Strengths Customer
Needs
shared.
§ It
is
a
decepQvely
simple
and
powerful
Vulnerabilities
way
to
organize
a
lot
Tablestakes
Ideas that are unique
of
disparate
Shared traits that are to competitors and
informaQon
and
make
important to customers, the Competitor important to customers
“must haves” or “points of
brand
strategy
parity”
Strengths
implicaQons
apparent.
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
13
AT
THIS
POINT
YOUR
AUDIT
MIGHT
LOOK
LIKE
THIS….
Tablestakes
Our
Vulnerabilities Competitive Brand
Differences
•
Points of Parity •
(Category Benefits)
Competitor •
• Strengths •
• •
• •
• •
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
14
BRAND
ASSET
INVENTORY
§ The
final
step
is
to
inventory
the
intellectual,
verbal
and
visual
assets
of
the
brand.
What
are
your
strengths?
What
new
assets
should
be
developed?
Assessment
Brand Asset Inventory Asset Description (Memorability, Relevance,
Uniqueness)
Brand Perceptions/Associations
Testimonials/Cases
Sponsorships/Partnerships/
Endorsements
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
15
KEY
TAKEAWAYS
n Brand
audits
reflect
the
perspecQve
of
the
company
and
its
stakeholders.
A U G U S T
2 0 1 5
B R A N D
A M P L I T U D E ,
L L C
1.16
16
HOW
WE
CAN
HELP