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Info autore
In 1972,Don Knight helped to found Crater, Lodge & Knight, a new product development consultancy which soon became the largest in Europe. CLK went public in 1984, and was acquired in 1990, at which time he was chairman of the main operational company. In 1992 he founded the Teddington, Middlesex, UK-based Centre for Brand Realization, of which he remains the principal. This organization offers services in the understanding and exploitation of brands. He has handled projects for clients such as Shell, British Telecom, Madame Tussauds and Hovis. He also writes, lectures and has broadcast on both new product development and branding.
Part 2
has been adapted from The Company AuditGuide published by Cambridge Strategy Publications Ltd.
Part 3 has been developed by Cambridge Strategy Publications Ltd.
Riassunto
ANALYSE AND EVALUATE YOUR COMPANY'S STRATEGIC FOCUS
Creating the right brand and communicating this to consumers is essential as it enables you to distinguish your company's products from those of your competitors.
This audit provides a systematic way of understanding what brands are and what added values they offer, both to the consumer and the company. It provides a six-step approach which can be used to evaluate the business performance of any brand, enabling you to:
- Understand how brands and brand identities can be used effectively
- Identify what needs to be understood about a brand
- Choose an audit team and set objectives for the audit
- Gather data and analyse and present the results from your brand audit
