The brand audit

Chevalier, Michel; Mazzalovo, Gérald

doi:10.1057/9780230508897_7

Cited by 2 publications

(2 citation statements)

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“…All communication is based on the hypotheses of perception and reaction from consumers. In the context of the audit, these hypotheses need to be tested [9].…”

Section: Areas Of Brand Auditmentioning

confidence: 99%

Brand audit: Types, Approaches, Methodologies

Зозульов¹,

Globa²,

Gnitetskyi³

2022

MDT

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The paper examines approaches to defining the concept of "brand audit", areas of brand audit, types of brand audit, and the subject of brand audit according to the approach, methodology and model of a brand audit. The relevance of the research topic is due to the formation of the brand as the most valuable asset of the company. The brand audit appears as a preparatory step to develop or adjust brand positioning, refine its development strategy, and a tool for a comprehensive review of a brand or a system for monitoring its health and effectiveness. The result of the study is a composition of approaches to the definition of "brand audit", which are managerial, competitive, procedural and economic-managerial approaches; development of the brand audit process, which considers two areas: internal and external environment; determination of the type and the area of a brand audit.

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“…All communication is based on the hypotheses of perception and reaction from consumers. In the context of the audit, these hypotheses need to be tested [9].…”

Section: Areas Of Brand Auditmentioning

confidence: 99%

Brand audit: Types, Approaches, Methodologies

Зозульов¹,

Globa²,

Gnitetskyi³

2022

MDT

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“…The literature identified many recurring attributes of luxury fashion products. The brand name, identity, status, reputation and awareness as well as product and design attributes such as quality, craftsmanship, innovation, uniqueness and creativity are considered fundamental (Chevalier and Mazzalovo 2008 ; Erickson and Johansson 1985 ; Jackson 2004 ; Moore and Birtwistle 2005 ; Nueno and Quelch 1998 ; Okonkwo 2007 ; Phau and Prendergast 2000 ).…”

Section: The Concept Of Luxury and Its Attributesmentioning

confidence: 99%

An Overview of the Luxury Fashion Industry

Cabigiosu

2020

Palgrave Advances in Luxury

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Currently, luxury fashion is one of the most rapidly expanding and well-performing industries with leading firms experiencing double-digit growth in the last few years. This chapter: provides a definition of luxury and a detailed discussion of how it has changed in time till arriving at the concepts of new luxury and zeroing; offers an overview of the industry, its performance and its major regional trends; concludes with a description of the industry’s concentration process driven by merger and acquisitions.

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The brand audit

Cited by 2 publications

References 0 publications

Brand audit: Types, Approaches, Methodologies

Brand audit: Types, Approaches, Methodologies

An Overview of the Luxury Fashion Industry

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