Brand audit: A case study of Lacasa in Spain

Phani Adidam and Irene F. Shaker
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Phani Adidam: College of Business Administration, USA
Irene F. Shaker: Faculty of Business Administration and International Trade, Egypt

Journal of Brand Strategy, 2021, vol. 10, issue 1, 51-65

Abstract: Assessing a brand’s health is a critical task for any company and brand manager. Several approaches have been offered by various scholars and consultants; however, Keller’s approach to assessing brand health via conducting a formal brand audit remains one of the most robust methods. In this paper, we adopt the brand audit approach and investigate the Spanish chocolate brand Lacasa. In conclusion, we offer three concrete recommendations to Lacasa’s brand managers.

Keywords: brand audit; brand equity; brand resonance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2021:v:10:i:1:p:51-65

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