Subject category:
Marketing
Published by:
INSEAD
Version: 02.2004
Length: 15 pages
Data source: Published sources
Abstract
This pedagogical note provides a brief introduction to the content, method, and organisation of a brand audit. Drawing on the latest findings from academic and applied research, it offers recommendations on how to measure: (1) brand awareness; (2) brand image; (3) brand equity; and (4) brand value. The note provides practical examples for each method and references to the original research for deeper inquiry.
About
Abstract
This pedagogical note provides a brief introduction to the content, method, and organisation of a brand audit. Drawing on the latest findings from academic and applied research, it offers recommendations on how to measure: (1) brand awareness; (2) brand image; (3) brand equity; and (4) brand value. The note provides practical examples for each method and references to the original research for deeper inquiry.