Brand Audit

INITIAL DRAFT OF AMAZON BRAND AUDIT

Brands exist in the marketplace and as such there are three separate sets of forces working on AMAZON brand and determining how it is perceived in the marketplace.

● First is the company and the actions taking in the marketplace,

● Next is competitors and the actions they are taking for their brands and against AMAZON brand, and

● Finally, economic and social trends impact AMAZON brand.

What Do we Want To Include In AMAZON Brand Audit?

we want to get a good picture of where AMAZON brand stands today, so that we can understand how to take it into the future. For that reason, we should consider collecting information for AMAZON brand audit from:

● Internal audiences

● Executives

● Front line employees

● External audiences

● Customers – current and past

● Competitors’ customers

● Prospects or potential customers

● Other key audiences (depends on the industry): media, analysts, regulators, etc.

Evaluate Gaps Between Internal And External Audiences

To evaluate the gaps between AMAZON brand’s external audiences and internal audiences,this kind of brand audit research can quickly put to rest those claims of “We already know what our customers are thinking” that can be the demise of a strong brand.

What information we are looking for in AMAZON brand research audit?

We are really seeking to understand the market space of AMAZON brand currently operates in and we are trying to find the “white space” – those opportunities (current or future) that are available to AMAZON brand and not (yet) owned by any other brand. The information we will collect in AMAZON brand audit will fall broadly into these categories:

● Definition of the market’s “ideal” brand

● Perceptions of and attitudes about AMAZON brand and competitive brands

● Key trends in the economy, society and the market and their potential impact on brand perceptions

Contents-

1. BACKGROUND

a. History

b. Brand Portfolio

2. BRAND...