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Boris Ziegler
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Every company possess at least one brand, even if it's only its own name. That name becomes a shorthand for the entirety of consumer's knowledge of the company and a focus for their opinions and expectations about it and from it. Brands are created in minds of customers. While brand / marketing professionals can't control the process and image that gets created in customers minds, they can influence the process. Consumers form their views from wide variety of factors : what the product is, how they feel about it, "added value" they get, how it looks, smells, tastes. Opinion will get formed how consumers were treated during the purchase, but also service, how complaints were dealt with. Consumer's sense of product relevance and value will be affected by the reactions of those surrounding them and by the sorts of other people they see using it.
Brand Audits or Brand Management Audits are done to highlight the gaps between brand / marketing professionals plans and expectations and, well, the reality.
Opinions and expectations of consumers are increasingly get created by and through digital means, most if not all of first customer's interactions with your brand are done via digital. As share of digital in interactions between people and brands is increasing, I wondered what and how would you/ could you audit, measure, analyse the gap between your digital plans and your digital brand.
Digital Brand Audit should uncover how do your digital claims compare with your digital facts.
Without going into the process of how you do a Brand Management Audit, I will mention that some available models to work / analyse your brand and management practice starts with the view of the brand - Brand as a Business, Brand as Fund of Goodwill, Brand as a Repository of KnowHow, Brand as a Realizable Asset.
Questions about consumers needs should include / uncover also their digital needs and expectations that make a certain brand especially relevant to them. Try to isolate digital attributes that are seen as 'value adding' to consumers and connected to the presence of a brand's identity.
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