What makes the iBrand Barometer different from other brand audits?
• It focuses on the corporate brand, what the company looks like to its stakeholders, what causes the perceptions and what can be done to minimise the credibility gap (between what is said and what is done). • It identifies perceptions and solutions. The iBrand Barometer measures brand perception and generates a set of strategic imperatives. • It has a stakeholder perspective. It identifies brand perception from the perspective of the stakeholder, not the company. • Integration. The iBrand Barometer is based on a fully integrated marketing communication paradigm and it addresses all sources of brand perception – planned communication, product, service, employee behaviour and unplanned sources of perception. • It is qualitative and quantitative.
