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Brand Audit Guidelines

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

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Brand Audit Guidelines

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  1. Brand Audit Guidelines Brand Inventory Brand Exploratory Brand Positioning and IBC Program

  2. 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

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

  4. 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

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