The Quentin Bell Organisation has joined forces with a leading business
academic to devise what it calls the first ‘3-D’ audit for corporate and
Launched this week, the ‘Brandometer’ aims to provide clients with a
framework for assessing their brand strengths and weaknesses. It was
devised in conjunction with Professor Gary Davies of the Manchester
The first stage of the audit involves collating all research about the
brand. This includes functional data about the quality of the product or
service; evaluation of current marketing activity; and, for corporate
brands, evidence of the company’s record on issues such as the
environment, its profitability, and employee relations.
The Brandometer test is based on a series of questions on key topics
such as recognition, differentiation, pricing, and emotional appeal to
consumers. Marks are allotted against each answer, and scores are then
weighted according to the client’s business priorities. ‘Many companies
mistakenly think they have a genuine brand that people care for, when
they simply have a name,’ said Davies.
QBO managing director Trevor Morris believes it can also be used more
informally by staff as a self-analysis exercise. ‘This is much more 3-D
than anything else currently on offer,’ he said.