ntu mba 2009 b8947 - strategic brand management - Nanyang ...

CLASS 2: BRAND AUDIT, BRAND EQUITY AND BRAND VALUATION
The brand audit is the essential first step for companies in the brand building process. It is
a comprehensive process that involves four major phases: company analysis, customer
analysis, competitor analysis and stakeholder analysis. The purpose of the brand audit is
to provide the management with an overall analysis of the brand from internal and
external sources. The brand audit provides a structured framework and a firm foundation
on which companies can define brand identities and strategize their future actions.
The brand equity measure relates to how brands are driving customer demand and also
influencing long term loyalty.
The financial measure is the net present value of expected future earnings which is a
common concept in business and within the financial community.
Topics:
• The brand management model
• The brand audit
• Brand equity
• Brand valuation
• Brand metrics – methods and tools
• Measure and improve the brand ROI
Case/assignments:
Best Practice cases in branding: Starbucks, American Express
Readings:
Asian Brand Strategy: Chapter 3, 7 & 8
Brand Economics: Bringing new clarity to brand management & strategy
McKinsey: Better, Faster & Cheaper
Interbrand: Brand Valuation
Suggested readings:
Strategic Brand Management: Chapter 2, 8, 9 & 10