Brand Auditing and Brand Salience Management

A critical role of brand managers is monitoring the components of the brand architecture. The first step in analyzing the brand architecture is to conduct a brand audit. This resource describes how and why it is critical to carefully examine your company's business and marketing plans.

Abstract

This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the potential market for the Statistics Study Program with a total of around 1000 people from all over Indonesia, which is related to the understanding, association, perception, experience, brand equity, and consumer brand salience towards the Statistics Study Program. The data were analyzed using structural equation modeling (SEM). The results obtained are the formulation of a brand audit model and a salience brand management model for the Universitas Terbuka Statistics Study Program.

Source: Deddy A. Suhardi, Adhi Susilo, Sony Heru Priyanto, and Antonius Surya Abdi, https://innovation-entrepreneurship.springeropen.com/articles/10.1186/s13731-022-00215-6
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