Having engaged in a brand audit exercise for Fujitsu in India many years ago, I recall the exercise that Coopers and Lybrand had run for us. It was a tremendous learning experience and my first exposure to the complex and exciting world of branding. While searching for online branding models on Google, I came across this mindmap which was created by Martin Jelsema a branding specialist. I’m enclosing the same with this entry.
A brief note on this : the brand audit that I worked on involved multiple interviews with customers, brand managers, marketing team members and other stakeholders. It was a long drawn exercise which involved questions on all aspects of the brand. Finally, by assigning certain values to the overall responses, the consultants were able to provide a quantitative and subjective explaination of the overall score.
This area is of great interest to me and I will explore this in detail in a later post. Till then, enjoy the diagrammatic depiction of a key process in the marketing game.
