The Forrester Corporation

Our audit process considers the following aspects of brand: -

• Which elements of your business significantly comprise your brand - logo/mark, products, people, facilities
• How aware is your market of your brand?
• Does your brand influence clients choice? And if so, are you missing out on potential premiums?
• What values do your clients and employees associate with your brand and are they reflective of the organisation mission and goals?

Measuring the impact on brand externally is one important facet...

...but this then has to be managed by the organisation. So, we also assess the brand from within your business and consider: -

• Brand management - How many sub-brands do you have?
• What are the benefits or disadvantages to sub-brands?
• Do your employees value your brand? They are part of it!
• Do you have a formal brand management policy?
• Are there possibilities to extend the brand into other related markets? For service or accessories?