ABSTRACT
This chapter focuses on the audit brandsphere block of the process for building and sustaining brands (see Figure 7.1). The chapter presents the five forces of the brandsphere as a basis for systematically analysing the factors that could enhance or impede brand success. The chapter goes through each of the brandsphere forces individually – i.e. the corporation, distributors, customers, competitors and the macro-environment. It encourages managers to score 1 where the overall evaluation of the force is favourable for the brand and 0 when the force impedes brand progress. The procedure should enable the brand’s team to consider how it could capitalize on opportunities, or protect the brand for the future.
