A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to assess the health of the brand, uncover its sources of equity and suggest ways to improve and leverage that equity. The brand audit requires the understanding of brand equity sources from the perspective of both the firm and the consumer.

Some suggest a brand audit to be simply a visual audit of marketing materials. Others claim that a review of verbal expressions of the brand should be included. Some require complex quantitative studies, while others rely on qualitative research methodologies.

Regardless of methodology that are ultimately judged to be appropriate for the brand in question, we recommend that every brand audit include a close examination of our developed list of parameters that are relevant to brands. Dependent on the need of the brand and management, we can recommend the most appropriate approach to follow.