Define: Brand Audit
Brand Audit
A comprehensive and systematic examination of a brand’s strategy (brand positioning, basis of differentiation, market position and consumers views) and/or a brand’s identity (brand signals, collateral and advertising).
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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