Your Checklist For Conducting A Brand Audit

Your brand is one of the most important components of your business. If you don’t understand how it is positioned, your marketing can get out of whack. A Brand Audit as described in this post is a valuable tool to ensure future performance.

The Strategic Executive Forum


Written by Chipo Mapungwana

A brand audit is a thorough examination of a brand’s current position in an industry compared to its competitors and the examination of its effectiveness.


Before deciding  to conducting a brand audit, ask yourself these questions   

  1. How well is  your business’ current brand strategy is working?
  2. What are your company’s established resource strengths and weaknesses?
  3. What are your external opportunities and threats?
  4. How competitive are your prices and costs?
  5. How strong is  your business’ competitive position in comparison to its competitors?
  6. What strategic issues are facing your business?

The main goals of a Brand audit are:

  • To uncover your business’ resource strengths, deficiencies, best market opportunities, outside threats, future profitability, and  competitive standing in comparison to existing competitors.
  • To establishes the strategic elements needed to improve brand position and competitive capabilities within the industry.
  • To examines whether your  business’ share of the market is increasing…

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