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ZSR Library

Brand Audit: Brand Audit

Here you will find resources to help you complete a brand audit!

Company & Industry Perspectives

Company Information:

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

Don't forget to check out the company's website and their competitors' websites!

Suggested eBooks

Market & Consumer Data

Market & Product Research:

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


Consumer Perspectives - Social Listening

Social listening is learning about a company, brand, or product through online sources such as social media sites, review sites, and special software programs that track mentions of specific phrases across the web. Below are examples of websites that can be used when undertaking "social listening" as it relates to learning about a company's brand

Search strategy - In addition to searching on your company's specific social media utilizing hashtags including #[company name] and #[product]. when searching on sites such as Twitter. 

Remember reviews and personal opinions shared in these sources tend to be filtered through other's experiences but you can look for patterns to inform your analysis of a company's brand and generate new search-terms that can be utilized in academic or news sources. 

Social Media Sites

Facebook, Instagram, Twitter, TikTok 

twXplorer: easy way to search Twitter


Online grocery retailers, Amazon

Jamboard Link

Your Librarians

Book a research session with us! 

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Summer Krstevsksa (she/her)

Business & Economics Librarian 


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Morgan Ritchie-Baum (she/her)

Business & Social Science Librarian


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