INSEAD the business school for the world

Selected Case

published: 01 Jan 2004

  • Topic: Marketing

Abstract:
This pedagogical note provides a brief introduction to the content, method, and organization of a brand audit. Drawing on the latest findings from academic and applied research, it offers recommendations on how to measure (1) brand awareness, (2) brand image, (3) brand equity, and (4) brand value. The note provides practical examples for each method and references to the original research for deeper inquiry.

Pedagogical Objectives:
The objective of this note is to assist people conducting a brand audit. This note will also help understand the key concepts in branding and brand management of brand awareness, brand image, brand equity, and brand value by learning how they can be measured. It is intended for MBA students and executives.

Keywords:
Brand, Marketing, Brand Equity, Valuation, Measurement, Market Research, Brand Image


Share