The brand audit

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 6 in Pro Logo, 2004, pp 165-199 from Palgrave Macmillan

Abstract: Abstract We have looked in turn at the characteristics of brand identities and the dynamics of their life cycle. This has led to our focusing on various aspects of the relationship between the brand and the consumer, and on the need for managers to take it into account. Now can we assemble all these considerations into a synthetic and coherent methodology, one that can increase the probabilities of performance and that can be applied to any brand, regardless of business sector?

Keywords: Traditional Communication; Brand Store; Brand Management; Product Offering; Organizational Chart (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50889-7_7

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DOI: 10.1057/9780230508897_7

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