Based on Google data, there was an 81% increase in new brand creation during the pandemic. In the long run of building a reputation in the era of digital business competition, have you tried checking the value of the brand you offer? If not, you should find out how relevant your product and brand are to your customers. SBM ITB invited Riani Wahyu Prajanti, a Web Analyst at Body & Fit Netherlands, to learn more about brand auditing.

Riani, a former e-commerce content specialist and e-commerce coordinator at Calvin Klein, stated in her lecture that each business field has a unique evaluation pattern. In general, we can track ourselves via consumer activity patterns throughout the customer journey. The frameworks that can be identified are as follows:

  1. Awareness, determine what causes people to notice and remember your brand.
  2. Consideration, consider how to get people to understand and want the brand’s value.
  3. Take Action, consider how we can shift people’s behavior from wanting to deciding to buy.
  4. Loyalty, discover what motivates people to be satisfied with the value provided, repeat purchases, and advocate for a brand.

We can evaluate the brand audit technically by looking for and paying attention to indicators, such as top-of-mind non-branded and branded awareness, brand sentiment and perception, brand consideration, brand purchase intention, sales volume and value, customer lifetime value, and loyalty, and so on. This can be accomplished by utilizing technology measurement tools, such as Google Analytics, Adobe Analytics, Contentsquare, VMO, SEMrush, Mixpanel, and others.

Students also questioned the feasibility of small brand evaluations during class activities. Riani, a former Digital Analyst at Sunweb Group in the Netherlands and a Web Analyst at Valtech in the Netherlands, is upbeat about the challenge.

“Keep in mind that this brand evaluation is not limited to well-known big brands. Even if we only use social media, brands must still be evaluated. We can strengthen the brand value that we offer to the public by combining several market data,” said the woman who is passionate about building, connecting, and translating business needs through technology and data.

Riani also provided useful technical advice at the end of the meeting. Participants were reminded to consider the proportion of online and offline use in business and optimize keywords on Google trends for optimizing the approach in the digital market.

Written by Student Reporter (Erwin Josua, EMBA 2021)