Conducting a Brand Audit for effective Brand Management.

A brand audit is a broad analysis that can be used to evaluate the efficiency of a particular brand management strategy. It evaluates brand exposure, advertising message, perceived image, and market impact to ensure the brand aligns with the company's objectives and consumers' expectations.

A well-executed brand audit provides several benefits. First, it reveals discrepancies between the message or image the company wishes to present as a brand and the consumer experiences.

The Brand

Secondly, it aids in finding potential directions as to how the established brand can evolve in a way that will enable it to meet the market's needs better and wants. Thirdly, it helps businesses identify their strengths and the opportunities that can be leveraged concerning branding to ensure that brand development is synchronized with business strategies.

Brand audit helps in better strategizing for branding, improvement in customer loyalty, and increase in sustainability. Whether it is assessing the need for a visual overhaul or simply updating the language used, the brand audit is pivotal in keeping the brand fresh and relevant while preserving the consumer confidence.

References

Russo Spena, T., D’Auria, A., & Bifulco, F. (2021). Customer insights and consumerprofiling. Digital Transformation in the Cultural Heritage Sector: Challenges to Marketing in the New Digital Era, 95-117. https://link.springer.com/chapter/10.1007/978- 3-030-63376-9_5