ABSTRACT
Summary This chapter focuses on the audit brandsphere block of the process for building and sustaining brands. 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 a 1 where the overall evaluation of the force is favourable for the brand and a 0 when the force impedes brand progress. The procedure should enable the brand’s team to consider how they could capitalise on opportunities, or protect the brand for the future.
