Hi, I'm not sure if brand audit includes brand performance but maybe this paper available for download here at Researchgate can be useful: Consumer-based brand equity and brand performance https://www.researchgate.net/publication/232872493_Consumer-based_brand_equity_and_brand_performance, where the relation between consumer-based brand equity and brand performance was investigated across 15

product categories in Brazil and the UK.

Like all things, the questions you include in a brand audit will depend on the ‘problem’ and your objectives. Why do you want to carry out the audit? What changes have occurred in the environment? Is the brand awareness low? Do people not understand what the brand is trying to stand for? Are the elements of the brand image not aligned? And so on. Below are some suggestions for what needs to be included in an audit / your evaluation of any audit tool you may find.

First and foremost, you need to brainstorm the purpose (short and long term) of the audit. This is so that the research will identify current problems and will provide a monitoring and evaluation tool in the future. Where are the touch points and are they consistent with the brand’s intended identity? You will also want to include a comparison with competition and the leading brands in the category. In all areas the perception of the target market is key – do they see the brand as the marketing team want to present it?

The following may not be comprehensive, but you will want questions or ratings to assess and align:

- Is the target market aware of the brand?

- Is the brand name simple, memorable and meaningful? Logo recognizable?

- What is the portfolio of brands used by consumers? Degree of satisfaction and brand loyalty to the available ones? Share of purchases of the product category?

- Does the market understand and like the vision, values and purpose of the brand? These obviously need to resonate with the target market and its attitudes, lifestyle and values. Hopefully you will know these from prior research!

- Can the target market identify the brand promise? Does the brand live up to it?

- Does the brand have a USP (unique selling point) which is meaningful for the target market?

- Does the brand provide a good, relevant, UX? How does it do this?

- The positioning of the brand. Where does it stand in terms of price, quality, all the relevant selection elements of the product category? (For example, food products may need to make a statement about the taste.) Perceived positioning will depend on how the brand presents itself to the market. For example, is the brand perceived as ‘premium priced’ or ‘value for money’?

- Appearance. This will include the logo, colours, shapes, images, tag-line, fonts, sounds and mood created by the elements. Ask if the appearance is consistent wherever the brand is present. Is the promotion or use of the brand in places which contribute to the strength of the brand?

- Personality: does the above create the persona required by the manufacturer / service provider? Does this personality fit in with the target market? Do they like the brand?

- Practical elements. What is the brand equity? How does the brand compare with the other available products on the strategic marketing elements (product / price / place / promotion / people / physical / processes)? i.e. checking product performance and service levels / cost of use / availability / level and type of adspend / type of people who are associated / appearance of premises, leaflets, packaging and stationery / what it takes to purchase or interact with the organisation.

- Performance – what is the contribution to the bottom line of the organisation (brand equity)? What is the market share? Does the brand allow higher pricing?

PS Then do the same for the leading brand(s) and major competitors!! – Essentially a SWOT analysis.

Don’t forget to check the internal environment to ensure everyone knows what is expected for them to build and promote the brand.

Nice site at: https://visme.co/blog/brand-audit/ and possibly https://www.substance151.com/step-by-step-brand-audit-guide/

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Hi Yusniza

Fundamentally a brand audit focuses on three aspects, to my knowledge these are internal branding, external branding and customer experiences. A brand audit can be conducted on different types of institutions or sectors - see link (https://www.jstor.org/stable/44989678).

An Internal brand audit covers aspects such as employees and stakeholders (internal stakeholders, such as management, partners, directors) knowledge and perception of the institutes/business core brand values, mission and culture. In some cases depending on the type of business and research, there can be interlocking variables into human capital.

The external branding elements of a business relates to above the line and below the line media. This is inclusive of digital mediums (social media, online advertising, website, digital marketing).

Lastly the client/customer experience audit would involve (depending on the type of business) sales/contractual processes , support and policies pertaining to clients/customers.

To assist you with the question, I personally, would need more information.