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Brand audit: A case study of Lacasa in Spain

Author

Listed:
  • Adidam, Phani

    (College of Business Administration, USA)

  • Shaker, Irene F.

    (Faculty of Business Administration and International Trade, Egypt)

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.

Suggested Citation

  • Adidam, Phani & Shaker, Irene F., 2021. "Brand audit: A case study of Lacasa in Spain," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(1), pages 51-65, June.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:1:p:51-65
    as

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    More about this item

    Keywords

    brand audit; brand equity; brand resonance;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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