Brand audit: a comprehensive examination of a brand across all its touchpoints
Other definitions from around the web
“A thorough, under-the-hood examination of a brand to uncover performance, position and customer insights.” – OVO
“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.” – Martin Roll
“[A] brand report card that grades the brand in several categories in order evaluate the brand’s overall efficiency.” – Stealing Share
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