Brand Audit (Parts A, B & C)
A brand audit enables the organisation to know what factors are contributing to a brands
performance. An audit gathers and evaluates information about the brand and competing brands. It
can be used to answer questions such as; what is my brand? What is the core proposition of my
brand? What do my customers/clients/employees think about my brand? Who are the competing
brands and what are they doing? What opportunities are emerging and what can threaten the brand?
To do this, each student must first agree an appropriate level of analysis (corporate, umbrella, or
product brand) and an appropriate geographical coverage (global, regional, or local). Then you must
gather information on characteristics such as; brand essence, brand positioning, differentiating
attributes, presentation of the brand, and monitoring and evaluation processes. Lastly, identify and
critically analyse the key differences from the brand exploratory to the brand inventory.
A variety of sources should be used to assemble this profile. You should consult business
publications, trade magazines, journal articles, books, and company sources such as annual reports
and websites. Market research evidence would also be beneficial.


TASK GUIDANCE:

The following is provided as guidance and structure to your audit:
A) Brand Inventory:

• Coca Cola History and Introduction.
• Brand audit.
• Identify all brand elements (logos, symbols, characters, packaging, slogans, trademarks.)
• Identify and analyse the pertinent attributes of the brand pricing, communications and
other relevant marketing activities: Target Market, Market Share, Competitor analysis.
• Profile direct and indirect competitor brands for points of parity and points of difference
a. Understand what consumers’ current perceptions may be based on
b. Assess perceptions of line and product extensions by customers and distribution
channels.