Brand Management Audit
Published on 25. October 1999
Book
Paperback/Softback
132 pages
978-0-273-64934-2 (ISBN)
Description
ANALYSE AND EVALUATE YOUR COMPANY'S STRATEGIC FOCUS
Creating the right brand and communicating this to consumers is essential as it enables you to distinguish your company's products from those of your competitors.
This audit provides a systematic way of understanding what brands are and what added values they offer, both to the consumer and the company. It provides a six-step approach which can be used to evaluate the business performance of any brand, enabling you to:
Understand how brands and brand identities can be used effectively
Identify what needs to be understood about a brand
Choose an audit team and set objectives for the audit
Gather data and analyse and present the results from your brand audit
Creating the right brand and communicating this to consumers is essential as it enables you to distinguish your company's products from those of your competitors.
This audit provides a systematic way of understanding what brands are and what added values they offer, both to the consumer and the company. It provides a six-step approach which can be used to evaluate the business performance of any brand, enabling you to:
Understand how brands and brand identities can be used effectively
Identify what needs to be understood about a brand
Choose an audit team and set objectives for the audit
Gather data and analyse and present the results from your brand audit
More details
Series
Language
English
Place of publication
Harlow
United Kingdom
Publishing group
Pearson Education Limited
Target group
Professional and scholarly
Dimensions
Height: 295 mm
Width: 205 mm
Thickness: 8 mm
Weight
325 gr
ISBN-13
978-0-273-64934-2 (9780273649342)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
In 1972,Don Knight helped to found Crater, Lodge & Knight, a new product development consultancy which soon became the largest in Europe. CLK went public in 1984, and was acquired in 1990, at which time he was chairman of the main operational company. In 1992 he founded the Teddington, Middlesex, UK-based Centre for Brand Realization, of which he remains the principal. This organization offers services in the understanding and exploitation of brands. He has handled projects for clients such as Shell, British Telecom, Madame Tussauds and Hovis. He also writes, lectures and has broadcast on both new product development and branding.
Part 2
has been adapted from The Company AuditGuide published by Cambridge Strategy Publications Ltd.
Part 3 has been developed by Cambridge Strategy Publications Ltd.
Part 2
has been adapted from The Company AuditGuide published by Cambridge Strategy Publications Ltd.
Part 3 has been developed by Cambridge Strategy Publications Ltd.