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Brand audit: A case study of Lacasa in Spain
Journal of Brand Strategy,
10
(1),
51-65
(2021)
Abstract
Assessing a brand’s health is a critical task for any company and brand manager. Several approaches have been offered by various scholars and consultants; however, Keller’s approach to assessing brand health via conducting a formal brand audit remains one of the most robust methods. In this paper, we adopt the brand audit approach and investigate the Spanish chocolate brand Lacasa. In conclusion, we offer three concrete recommendations to Lacasa’s brand managers.
Keywords: brand audit; brand equity; brand resonance
The full article is available to subscribers to the journal.
Author's Biography
Phani Adidam received his PhD from Texas Tech University and teaches brand management, sales management, global business, marketing and management strategies in the MBA, Executive MBA and BSBA programmes at the University of Nebraska at Omaha (UNO). Dr. Adidam has been invited to teach at more than 12 business schools around the world as a visiting professor. His research has been published in several leading academic journals, such as the Journal of Marketing, Journal of Marketing Management, Journal of Marketing Theory and Practice, Journal of Business and Industrial Marketing, Journal of Brand Strategy, Marketing Intelligence and Planning, Journal of Consumer Behavior and International Management Review. Dr. Adidam consults with several Fortune 500 as well as medium and small enterprises in the areas of branding, sales and global marketing. Dr. Adidam has received the University-wide Excellence in Teaching Award as well as the Alumni Outstanding Award for Excellence in Teaching. In 2019, he was the first recipient of UNO’s prestigious Faculty Excellence in Global Engagement Award. Prior to joining academics, Dr. Adidam consulted with several large and medium companies based in India, Singapore and Europe on strategies for developing and implementing marketing executive information systems.
Irene F. Shaker is an Assistant Professor in the Department of Management at Misr International University (MIU), where she has been a faculty member since 2014. Dr. Shaker received her PhD in 2014 from Lancaster University, United Kingdom. Her dissertation discussed ‘Parent Child Interaction in the Context of Family Decision-Making Process’. She presented a paper about ‘Family Interactions’ at the Association of Consumer Research (ACR) conference in 2009 in Atlanta, United States. Her research interests are branding, consumer behaviour, family decision-making and children’s socialisation.
