Brand Audits: Choosing The Auditor
December 11, 20073 min
More thoughts on brand audits and auditors. Brand auditors must go far beneath the surface to assess the strength of an organization’s mission and vision and the strength of its brand’s essence, promise, and personality (especially in relationship to the organization’s stakeholders’ perceptions of the organization). As part of the process, the auditor should investigate how congruently each of the following groups or sources articulate or manifest these organizational and brand attributes:
