Visual assessment

Review of all key brand carriers in relation to the guidelines

Appraisal of overall visual impression of branded collateral or sample sites/locations

Investigation into possible infringement, abuse or counterfeiting

Research into brand perception of internal brand managers and external audiences

Legal compliance

Review of terms and conditions of the licencing or franchising agreements or use if informally sanctioned or used internally

Assessment of compliance of the terms and conditions including royalties paid and brand investment (advertising, awareness)

Impact report of brand audit on arms length royalty payable

Measurement

Brand Compliance Index

% score in relation to key compliance criteria

Impact on brand value (BrandBeta®)

Actions

Report on visual impression

Assessment of brand management practices and support processes

Recommendations for remedial actions (to actual brand carriers) to meet compliance criteria

Recommendations for improvements to visual and commercial brand management practices

Discovery

Determine what legal properties make up the brand portfolio

Find out about the current guidelines and rules for use

Understand the central approach to management and support

Commercial analysis

Cost / Benefit analysis of:

Bringing visual impression up to standard

Maintaining certain trademarks

Assessment of value at risk in the business