“A brand audit…is a more externally, consumer-focused exercise to assess the health of a brand, uncover its sources of brand equity and suggest ways to improve and leverage its equity. A brand audit requires understanding the sources of brand equity from the perspective of both the firm and the consumer. From the perspective of the firm, what products and services are currently being offered to consumers, and how they are being marketed and branded? From the perspective of the consumer, what deeply held perceptions and beliefs create the true meaning of brands and products? Conducting brand audits on a regular basis, such as during the annual planning cycle, allows marketers to keep their fingers on the pulse of their brands. Brand audits are particularly useful background for managers as they set up their marketing plans and can have profound implications on brands’ strategic direction and resulting performance” (Keller, 2013, p. 265).
Choose a brand and perform a brand audit on it using the template provided. For this assignment, you will deliver recommendations and current status updates of each topic on the provided template. Your recommendations must be based on marketing theories that you have researched. Your paper must be at least 3,000 words, include at least 10 scholarly research sources, including the textbook, with 5 of the sources being from peer-reviewed marketing journals (like the Journal of Marketing, etc.), and be in current APA format. The title, abstract, and reference pages will not be included in the word count. Biblical integration must also be included throughout this paper. Consider the following: As Christians, how would this product be modified/marketed for you as part of your overall brand audit? Grading will be based on how well the paper demonstrates that you have read, understood, and considered the assignment, textbook, and all other resources needed. In addition, grading will be based on how well you follow and develop the required template for the paper with logical, clear, and correct content. As stated previously, no recycling of work from other courses is allowed. All work must be original for this course only.