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The brand audit

In: Pro Logo

Author

Listed:
  • Michel Chevalier
  • Gérald Mazzalovo

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?

Suggested Citation

  • Michel Chevalier & Gérald Mazzalovo, 2004. "The brand audit," Palgrave Macmillan Books, in: Pro Logo, chapter 0, pages 165-199, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50889-7_7
    DOI: 10.1057/9780230508897_7
    as

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