AUDIT OF BRAND

A brand audit is a study to identify brand's current position in a competitive environment and its perception by the consumers. In other words, a brand audit is needed to determine the strengths and weaknesses of the brand and the prospects for its development - how relevant is it, attractiveness to the buyer and uniqueness in the entire market.

The audit of the corporate brand is aimed to study the position of the company in the market, its perception by different types of audiences (employees, competitors, partners) and the audit of consumer brand is focused on sales, consumer attitudes and positioning among competing brands.

AUDIT OF BRAND

The audit of the brand is necessary when faced with significant changes in the company or in the brand, like entering new markets, restructuring (mergers, acquisitions, changes in ownership), the need for new positioning, rebranding or restyling, diversification of activities or change in the brand portfolio, unexplainable decrease in sales, reputation losses, etc.