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Brand Performance (Brand audits- comprehensive brand examination; for long…

- - - - Why?
        
        Cust current brand perception bases
        
        Helps interpret follow-up research
        
        Descriptive- initial insights to better manage equity
      - Uncover brand inconsistencies, redundancy, overlap- reduce cust confusion
    - - Preliminary activities
        
        Research studies, company archives, reports
        
        Interview internal personnel for opinions
      - Qualitative (suggestive) research interpretation
        
        Technique criteria- direction (of stimulus info; narrow vs. open-ended), depth (of response; concrete vs. abstract ), diversity (of info; does it relate to other info gathered)
        
        Outcome- mental maps; portrays salient core brand associations (most impt abstract brand dimensions; brand positioning basis)
        
        Goal- profiles target market e.g. personas
      - Conducting quantitative (definitive) research
        
        To reveal brand equity sources, outcomes- check salient associations identified by qualitative research in terms of strength, favourability, uniqueness
  - - - Test multiple programmes to achieve positioning
- - - - Specific, "lower-level" associations (potential equity sources) e.g. performance/imagery attributes, functional/emotional benefits
      - General, "higher-level" judgement, feelings, outcome-related measures
    - - Qns- shud reflect cust experience level, nature with corporate brand
  - - - External cust
        
        Nonusers (of brand/product category)
        
        Cust loyal to (+other) brand
        
        Brand switchers
        
        Heavy, light users
        
        Current cust
      - Internal cust e.g. intermediaries, channel members, employees (salesperson)
    - - Continuously overtime- smooths unusual marketing activity effects; more representative baseline measure
      - Tracking frequency factors
        
        Product purchase frequency- track less frequently purchased goods (e.g. durable goods) less frequently
        
        Brand stability- track less when associations stable, enduring
        
        Product/brand life cycle stage e.g. emerging (unstable perceptions) vs. mature markets
- - - - Firm's branding, brand equity views and its importance
      - Scope of key brands, products, their branding
      - Actual, desired equity level, POPs, PODs, mantra
      - Explain equity measurement means
      - Branding, marketing guidelines- clarity, consistency, innovation
      - Proper brand treatment- trademark usage, packaging, communication, design considerations
      - Brand audit insights
  - - - Current brand status (descriptive), why (diagnostic)
      - Internal measures e.g. operational efficiency
      - External measures e.g. equity sources, outcomes
      - Key cust perceptions e.g. preferences, associations, behaviours
      - Market info
        
        Retail category trends
        
        Cost breakdown
        
        Price, discount schedules
        
        Sales, market share info
        
        Profit assessment
    - - Marketing dashboard- comprehensively sums actionable brand-related info; using graphics, analytics
  - - - Champions, protects brand (+voice)
      - Marketing budget, resource allocation
      - Goal- improve internal coordination; preserve brand equity
    - - Using only 1 agency pros- greater consistency (brand understanding, treatment)
      - No. of partners- consider cost, creative diversification