A brand audit is an in-depth systematic review of a brand that includes activities (both tangible and intangible).
It aims to assess the brand’s health, identify its equity sources, and recommend ways to increase and leverage that equity. A brand audit involves understanding brand equity sources from both the company’s and consumer perspectives.
See also: Brand
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.