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HOW TO: Conduct a 'brand scan'

In view of the fact that a brand, even in the B2B sector, can account for up to 40 per cent of the value of a company, it is advisable to assess its effect and its function (i.e. to carry out a brand scan) on a regular basis.

In principle, the brand is under the influence of two main spheres: the internal environment within the company (primarily, the staff) and the external environment (market, customers and competitors). That's why at this level we make a distinction between inside/out and outside/in.

A brand scan involves an analysis of both areas. A comparison is then made between the final results. The greater the similarity, the stronger the impact and the anchoring of the brand, and the greater its contribution to the added value of the company.