Brand Audit Outline

Actual Brand Audit Outline Developed for a Consumer Packaged Goods Project



			Clearly Defined Vision and Goals



				Brand Study & Strategy


				Category Analysis Competitive Environment National / International Landscape Identify Key Brand Attributes Current Strategy Assessment Brand Strategy
				Consumer & Customer Focus


				Consumer Insights Consumer Perceptions Retailer Perspectives Brand Value Proposition Development
				New Product Development


				Brand Platform Creative Process Packaging Development COGS Targets & Margins
				Sales & Marketing Tools


				Sales Forecasting Sales Presentations & Training Category Management - Plan-O-Grams Sales Collateral / POS Merchandising