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10/22/2020 Brand Audit
https://leocontent.umgc.edu/content/umuc/tgs/mba/mba640/2208/learning-topic-list/brand-audit.html?ou=516043 1/1
Brand Audit
A brand audit is a detailed analysis that shows how a company’s brand is performing
versus its goals, and how that performance positions the brand in the market. A brand
audit should help the company to do the following (Smith, 2016):
1. establish its brand performance
2. identify strengths and weaknesses
3. align its strategy more closely with the expectations of its customers
4. recognize its position in the market versus the competition
A brand audit is used to assess the sources of a brand’s equity and identify area for
improvement, growth, and innovation in order to leverage the company’s equity.
References
Smith, K. (2016). The 7-step guide to performing a brand audit. Brandwatch. Retrieved
from https://www.brandwatch.com/blog/brand-audit/
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