A brand manager is concerned that his organization's brand image and physical sales are slipping in the marketplace.The manager has decided to query consumers about the health of the brand and try to discover ways to leverage the brand's equity.Which of the following terms will most likely provide the structure and process for the manager's investigation
A) A brand demographic matrix analysis
B) A secondary search of good brand characteristics
C) A brand audit
D) An organizational audit
E) A brand-positioning study

Question

Quizplus · Accepted Answer

A brand audit is a structured process that evaluates the health of a brand and identifies areas for improvement. It involves collecting data from consumers, employees, and other stakeholders to understand the brand's strengths, weaknesses, opportunities, and threats. The results of the audit can provide insights into ways to leverage the brand's equity and improve its market position. Options A and B are not terms commonly used in the brand management process. Option D relates to a broader organizational analysis, while option E refers specifically to the positioning of the brand relative to its competitors.

A Brand Manager Is Concerned That His Organization's Brand Image