The Brand Audit enables you to identify the opportunities and challenges that will need to be addressed in order to drive future growth of brand equity. Its based on the Brand Inventory which looks at all of the consumer interaction points with the brand, and making an assessment about those. These are the things you can see, touch and feel about the brand. It then looks a the Brand Exploratory which is about the way consumers feel about the brand. A useful brand audit is one that says these are the things that we think we should change.
