Introduction

A brand audit consists on the examination of a brand in detail, in the order to check brand equity and the sources of this one. It involved an analysis/review of the brand identity and in the way that it is promote through the brand communication and also of the interactions with the customers. In others words, a brand audit it is a kind of evaluation competing brands in the market.

A brand audit systematically focuses the company’s brand on different points.
For example: Image of the company: documents, proposals, advertising, Web sites… Employees’ thought Customer’s believes

Here, we are going to realize the brand audit of a famous English company:

I. Brand audit of the brand: British Airways

There are many elements to be taking in consideration in a brand audit.
In the evaluation of British Airways, we are going to talk about a checklist of six elements:

The personality
It allows describing by brand management in the aim that all employees and suppliers can express and contribute to that personality.
The major elements that contribute to identify the brand are listed below.
Name: British Airways
Activity: company plane.
Logo:
Slogan: The World's Favourite Airline – To fly. To serve – We’ll take more care of you.
Advertising music: Flower Duet, Howard Blake.
Media: web site : http://www.bamedia.co.uk/ « Welcome, we sell advertising opportunities”
Publicity: «Dreams»; « World face », « Manhattan », « Bird », « Desert », « baby », « Johnny Foreigner ».

The internals elements

These elements are in rapport with the internal structure and decisions that support the brand.
It is divided into two parts: one is the brand structure and the other one is the management structure.
Brand Structure/architecture: It allows to a company that posses not only one brand to organize it into a hierarchy. It exist several structure like Megabrands, brand families, stand, brand extensions or also nomenclature. British