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Marketing Management: Brand Audit

Here you can find resources to help you do a Brand Audit

Brand Inventory

Company Information:

  • Company History
  • Products in the line
  • Product Categories
  • Brand's mantra
  • Competitors (industry)

Don't forget to check out Texas Pete's website and their competitors' websites!

Suggested Search Terms:

  • [company name]
  • [industry name]
  • "hot sauce production industry"
  • "seasoning, sauce, and condiment industry"
  • Search using specific competitors' names as search terms

Brand Exploratory

Consumer & Product Research:

  • Brand awareness
  • Image of brand
  • Strengths & weaknesses of the brand
  • Position in the market

Example:

  • "texas pete hot sauce" AND consumers
  • "condiments market" AND "consumer attitudes"
  • "prepared dips/sauces" AND "consumer preferences"
  • "private label sauces"
  • "cooking sauces and marinades" AND "market share"
  • "dips and savory spreads" AND "market size"
  • (consumer type/segement) AND (product)

Brand Recommendations

Recommended Databases for News, Trade, Magazine & Other Articles:

  • Which market segment(s) of the category should be targeted?
  • Potential areas of opportunity in category or brand?
  • How would you grow the brand going forward?

Search Term Suggestions:

  • "hot sauce" AND trends
  • (industry) AND (trends OR innovation)
  • distribution AND (product or industry)
  • "promotion strategies" AND (product or industry)
  • (company or industry) AND partnerships
  • (industry or product) AND "pricing strategies"

Jamboard Link (Winston-Salem)

Jamboard Link (Charlotte)

Suggested eBooks

Your Librarian

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Summer Krstevska
Contact:
krstevs@wfu.edu
251C Farrell Hall
336-758-4931
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