NEWS: QBO breaks new ground in brand assessment

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 product brands.

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

product brands.



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

Business School.



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.



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