Lately, I’ve been wondering if anyone performs brand audits.
It seems like it would be an important step to take, but I never heard of one taking place and I don’t know anyone who performs them. Of course, that could be a reflection of my unconnectedness. Or it could be that very few brand managers are taking these methodical steps.
Brand Strategy Insider offers this description of a brand audit:
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 repositioning and brand extension. The audit should result in recommendations to improve brand equity, brand positioning, and brand management and marketing effectiveness.
I’d love to hear from you on this. Have you even been involved in a brand audit? Do you know of a firm that specializes in this service?