МАРКЕТИНГОВІ МЕТРИКИ ПІД ЧАС ПРОВЕДЕННЯ БРЕНД-АУДИТУ

Abstract

The scientific and methodical regulations of conducting brand audits for trademarks of enterprises are considered. Brand audit zones are defined. Based on the analysis of the role of the brand, the author's classification of the types of brand audit that can be carried out at the enterprise is given. Possible existing assets of the brand are systematized and their connection with the market forms of the trademark is shown. Depending on the type of audit, the subject component of the brand audit is determined. The existing methods of brand audit were analyzed. On the basis of the conducted analysis, an author's scheme for conducting a brand audit was formed. The article provides a classification of approaches and methods of conducting a brand audit, in which analytical and synthetic approaches are distinguished. Within each, recommended methods and systems of metrics are specified. Each of the considered systems of branding effectiveness metrics has certain advantages and limitations. Separate consideration was given to: the "Five A" method of brand indicators, "Ten indicators of brand equity", constructs and elements of brand research, the "wheel" of points of contact with the brand, joint consideration of brand goals and metrics. The classification of brand metric groups given in the article, together with the listed methods, form the basis for determining the specific composition of metrics during a brand audit, depending on the type of brand, set goals and objectives. Brand audit approaches and methods were classified, brand assets subject to audit were considered, constructs and elements of brand research were systematized, goals and metrics for brand audit were determined, and indicators (metrics) of branding effectiveness were developed. Based on the analysis of brand metrics and the authors' own research, existing marketing brand metrics that can be used during a brand audit were systematized. In the context of the material presented in the article, according to the authors, further detailing of metrics for brand audit and the formation of a structural and logical scheme for the formation of the composition of metrics depending on the type of brand, the set goals and objectives, looks promising.