The identification of a brand and audit performance

This is an assignment that focuses on the identification of a brand and audit performance. The paper involves understanding the sources of brand equity.

The identification of a brand and audit performance

B‌‌‍‌‌‍‍‍‌‍‍‌‍‍‍‌‌‌‍RAND AUDIT: COURSE PROJECT INSTRUCTIONS Course book: Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 9780132664257

Your assignment is to choose a brand and perform a brand audit on it. Using the template provided and delivering recommendations and current status under each of the topics within the template. Firstly, you must add your recommendations based on the marketing theory that you research. Keller (2013) states the following in the text: A brand audit…is a more externally, consumer-focused exercise to assess the health of a brand, uncover its sources of brand equity and suggest ways to improve and leverage its equity.

A brand audit requires understanding the sources of brand equity from the perspective of both the firm and the consumer. From the perspective of the firm, what products and services are currently on offer to consumers From the perspective of the consumer, what deeply held perceptions and beliefs create the true meaning of brands and products? Conducting brand audits on a regular basis, such as during the annual planning cycle, allows marketers to keep their fingers on the pulse ‌‌‍‌‌‍‍‍‌‍‍‌‍‍‍‌‌‌‍of their brands. Brand audits are particularly useful backgrounds for managers as they set up their marketing plans and can have profound implications on brands’ strategic direction and resulting performance. (p. 265).


Your paper must be at least 2,500 words. You must follow the provided template, must be in current APA format. Ensure to include at least 10 scholarly references (including the course textbook), with 5 of the references being from marketing journals. The title page, executive summary (abstract) page, and reference page do not count toward the 2,500-word minimum. Also, how would this product be modified/marketed to appeal to a Christian? Lastly, consider this as you write your paper. Grading will be based on how well the paper demonstrates that you have read, understood, and considered the assignment, textbook, and all other required resources.