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BEM 326A Brand Management & New Product Innovation: Brand Audit

Resource guide for students in BEM 326A

Brand Audit Objectives (from syllabus)


  • Determine opportunities to strengthen a brand based on the results
  • Develop appropriate strategies and tactics to capitalize on these opportunities.

Brand Inventory

Company Information:

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

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

Suggested Search Terms:

  • [company name]
  • [industry name]
  • "cookie industry"
  • "baking industry"
  • "biscuit industry"

Brand Exploratory

Market & Product Research:

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


  • "baked good sales" 
  • "bread and baked goods market"
  • "confectionery market"
  • "sweet goods market"
  • "bakery products market"

Suggested eBooks

Brand Reccomendation

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

  • How would you grow the brand?
  • Competitive advantage

Search Term Suggestions:

  • distribution AND (product or industry)
  • "promotion strategies" AND (product or industry)
  • "new product development" OR innovation AND (product or industry)
  • (consumer type) AND (product)
  • (company name)
  • (industry name)
  • (company or industry) AND partnerships
  • (industry or product) AND "pricing strategies"
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