1. Conducting a Brand Audit
Chapter Fifteen
Conducting a Brand Audit
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e
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2. Figures and Tables
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e
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3. Figure 15-1 Conducting a Brand Audit
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e
Copyright © 2018 Oxford University Press

4. Figure 15-2 Example of Brand Research for Apple
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e
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5. Figure 15-3 Example of a Mental Map for Kellogg’s using a ZMET
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e
Copyright © 2018 Oxford University Press

6. Figure 15-4 Summary View of Brand Strengths and Weaknesses
Deborah Roedder John, Carlos J. Torelli; Strategic Brand Management 1e
Copyright © 2018 Oxford University Press