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Brand Audit

Definition:
The 3-circle Brand Assessment Framework summarizes the relevant customer, competitor and brand information, much like a SWOT. It captures key insights into customer wants and needs, and summarizes the advantages of each major brand

Why it matters:

  • Helps marketers distinguish what is truly distinctive
  • Identifies points of parity that may be important for reassuring customers (tablestakes)
  • Highlights a brand’s potential vulnerabilities relative to competitors

 

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