Kia Motors Brand Audit
Mackin Bannon, Liz Gibbons, Rachel Greenberg, Meredith Starrs, Michelle Werner
Brand Audit
Contents
1
2
Kia Motors
Industry and Brand Assessment
Brand Audit
Overview and Brief History of the Brand
3
4
Kia Motors
Industry Size and Revenue Trends for Major Product Segments
Source: www.ibisworld.com
Brand Audit
Major Trends Affecting the Automotive Industry
5
6
Kia Motors
Brand Audit
7
8
Customer Wants and Needs at the Category Level
Kia Motors
Brand Audit
Key Competitors and Their Brand Positioning
9
10
Kia Motors
Source: www.toyota.com
Brand Audit
11
12
Market Share Trends for Key Competitors
Kia Motors
Brand Audit
Category Profitability
13
14
Kia Motors
Brand Audit
Recent or Anticipated Product Innovations
15
16
Kia Motors
Brand Audit
Other Recent News of Note
17
18
Kia Motors
Customer-Based Brand Equity Assessment
Brand Audit
Secondary Research Market Research Reports
Customer-Generated Online Reviews
19
20
Blogs
Kia Motors
Brand Audit
21
22
Other Social Media
Kia Motors
Brand Audit
23
24
Kia Motors
Brand Audit
Reports in the Business Press
25
26
Kia Motors
Brand Audit
Primary Research Study Sample
27
28
Brand Awareness
Kia Motors
Brand Audit
Brand Associations
29
30
Kia Motors
Brand Audit
Customer-Based Brand Equity
31
32
Kia Motors
Source: Keller
Brand Audit
33
34
Kia Motors
Brand Audit
Brand Elements
35
36
Conclusion
Kia Motors
Brand Audit
37
38
Kia Motors
Brand Portfolio Analysis
Brand Audit
Brand Portfolio Structure
39
40
Kia Motors
Figure 1
Hyundai Kia Luxury
Sedan
Compact
SUV & Crossover
K900
Forte
Forte Koup
Sportage
Cadenza
Optima
Forte5
Soul
Rio
Rio 5door
Sorento
Portfolio Roles Strategic Brands
Minivan Sedona
Hybrid Optima Hybrid
Electric Soul EV
Features UVO Warranty
Brand Audit
41
42
Silver Bullet Brands
Kia Motors
Brand Audit
Cash Cow Brands
Product-Market Context Roles
43
44
Kia Motors
Figure 2
Source: Kia Motors America
Brand Audit
45
Portfolio Brands’ Aesthetics
Visual Identity
Kia
Hyundai
46
Kia Motors
Brand Audit
Verbal Identity
47
Kia
Hyundai
48
Kia Motors
Brand Audit
Brand Portfolio Assessment
49
50
Kia Motors
Brand Audit
51
Strategic Recommendations
52
Brand Portfolio Analysis
Kia Motors
Brand Audit
53
54
Marketing Strategy & Brand Differentiation
Kia Motors
Brand Audit
55
56
Kia Motors
Brand Audit
Current Marketing Program
57
58
Kia Motors
Brand Audit
Strategic Recommendations
59
60
Kia Motors
Brand Audit
61
62
Customer Activation
Kia Motors
Brand Audit
63
64
Kia Motors
Brand Audit
Conclusion
65
66
Kia Motors
Appendix and References
Brand Audit
67
Appendix I
1. When you think about affordable, mid-size cars, which brands come to mind? Text Response
Honda Toyota, Buick, Honda, Ford Toyota Mazda, Chrysler Toyota, Honda, Ford Honda, ford Ford, Toyota, GM Toyota, Honda No idea Ford Ford, Chevy Honda, Toyota, Ford Toyota Chevy Toyota, Honda, Nissan, Ford, Chevrolet, Kia Motors, Nissan, Chevrolet, Toyota Toyota, Ford, Honda not sure Ford, Honda, Nissan Volvo, Audi, Pagani, Vauxhall, Fiat, Volkswagen, Alfa Romeo, Citrรถen, Peugeot Kia Honda, Toyota Ford, Toyota, Honda, Chevrolet Honda Toyota, Scion, Honda, Ford Kia, Honda, Toyota Toyota, Kia Toyota, Honda, Ford, Chevrolet, Kia, Ford, Hyundai, Chevrolet Ford, Honda Toyota, Chevy, Honda, Suzuki, Kia Ford Ford, Toyota Toyota, Chevy, Ford, Hyundai, Honda, Saturn Honda Accord, Toyota Camry and Chevrolet Malibu Honda Honda, Toyota, Voltswagon, Kia,Chevy ford Honda Toyota, Honda, Ford, Hyundai, Kia Toyota, Ford, Chevy, Honda Toyota, Honda, Nissan, Hyundai Toyota, Honda, Nissan
68
Kia Motors
toyota Toyota, Kia, Honda, Subaru, Nissan, Hyundai Chevy Trailblazer mazda, ford, toyota, honda Ford Toyota, ford, honda Ford toyota, honda, dors, chevy, Honda, ford, jeep, Toyota Kellog's Toyota Honda Honda toyota corolla Toyota, Nissan, Honda Ford honda Toyota, Honda, Ford, Kia, Chevy Toyota, Honda, Volkswagen Honda, Toyota, Chevrolet, Hyundai Statistic
Value
Total Responses
62
2. Have you ever heard of these brands? (Click all that apply.) #
Answer
1 2 3 4 5 6
Toyota Chevy Ford Honda Kia Hyundai
Statistic
Min Value Max Value Total Responses
Response
%
60 60 60 61 61 59
97% 97% 97% 98% 98% 95% Value
1 6 62
Brand Audit
3. What car brand do you currently drive? Text Response
None but used to drive a Honda Lexus Kia Chrysler Town and Country Mercedes Benz Honda Ford BMW None Buick Ford Acura Kia Chevy Toyota Isuzu Toyota Honda Ford BMW Chrysler (Jeep) Toyota Volkswagen Honda Chrysler Honda Lexus none Ford Honda Ford GM Nissan Toyota Honda Accord Honda Land rover Honda Honda Lexus (Toyota) Hyundai Jeep none Toyota Chrysler n/a
69
70
Kia Motors
Jeep VW Honda jeep Ford skateboard Ford Honda Honda toyota Toyota Ford lincoln towncar Toyota Toyota Honda Statistic
Value
Total Responses
62
4. In your next car purchase, how likely are you to buy this brand again? #
Answer
1 2 3 4 5
Very Unlikely Unlikely Undecided Likely Very Likely Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
5 6 11 14 26 62
8% 10% 18% 23% 42% 100% Value
1 5 3.81 1.70 1.30 62
Brand Audit
71
5. Rank the following attributes on how important they will be most important to your next car purchase. (Drag each attribute to the desired position, 1 through 7.) #
Answer
1 2 3 4 5 6 7
Quality Safety Performance Value Fuel Economy Design/Style Technology/Innovation Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
1
2
3
4
5
6
7
Total Responses
25 13 5 8 7 4 0 62
15 13 8 10 6 7 3 62
9 14 10 9 12 3 5 62
7 8 12 9 12 11 3 62
5 4 15 14 10 9 5 62
1 4 9 11 8 22 7 62
0 6 3 1 7 6 39 62
62 62 62 62 62 62 62 -
Quality
Safety
Performance
Value
Fuel Economy
Design/Style
Technology/Innovation
1 6 2.27 1.94
1 7 3.21 3.58
1 7 4.02 2.70
1 7 3.77 3.03
1 7 4.03 3.34
1 7 4.68 3.11
2 7 6.02 2.44
1.39
1.89
1.64
1.74
1.83
1.76
1.56
62
62
62
62
62
62
62
6. "Let's Go Places" is the slogan for... #
Answer
1 2 3 4 5 6 7
Toyota Chevy Ford Honda Kia Hyundai I don't know. Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
27 3 3 2 1 1 25 62
44% 5% 5% 3% 2% 2% 40% 100% Value
1 7 3.81 7.96 2.82 62
72
Kia Motors
7. "Find New Roads" is the slogan for... #
Answer
1 2 3 4 5 6 7
Toyota Chevy Ford Honda Kia Hyundai I don't know. Total
Response
%
2 12 1 2 4 1 40 62
3% 19% 2% 3% 6% 2% 65% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 7 5.53 4.74 2.18 62
8. "Go Further" is the slogan for... #
Answer
1 2 3 4 5 6 7
Toyota Chevy Ford Honda Kia Hyundai I don't know. Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
1 5 12 3 2 2 37 62
2% 8% 19% 5% 3% 3% 60% 100% Value
1 7 5.48 4.06 2.01 62
Brand Audit
73
9. "The Power to Surprise" is the slogan for... #
Answer
1 2 3 4 5 6 7
Toyota Chevy Ford Honda Kia Hyundai I don't know. Total
Response
%
0 0 2 1 10 6 43 62
0% 0% 3% 2% 16% 10% 69% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
3 7 6.40 1.06 1.03 62
10. "The Power of Dreams" is the slogan for... #
Answer
1 2 3 4 5 6 7
Toyota Chevy Ford Honda Kia Hyundai I don't know. Total
Response
%
0 2 1 5 5 4 45 62
0% 3% 2% 8% 8% 6% 73% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
2 7 6.31 1.72 1.31 62
11. Are you familiar with the “Griffin Force� television advertisements? #
Answer
1 2
Yes No Total
Response
%
8 54 62
13% 87% 100%
74
Kia Motors
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 2 1.87 0.11 0.34 62
12. What brand are these advertisements promoting? #
Answer
1 2 3 4 5 6 7
Toyota Chevy Ford Honda Kia Hyundai I don't know. Total
Response
%
2 0 0 0 3 1 2 8
25% 0% 0% 0% 38% 13% 25% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 7 4.63 5.70 2.39 8
13. How much do you like this brand based on these advertisements? #
1 2 3 4 5
Answer
Strongly Dislike Dislike Neither Like nor Dislike Like Strongly Like Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
2
25%
0
0%
3
38%
2 1 8
25% 13% 100% Value
1 5 3.00 2.00 1.41 8
Brand Audit
75
14. Are you familiar with the “Dancing Hamster� television advertisements? #
Answer
1 2
Yes No Total
Response
%
51 11 62
82% 18% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 2 1.18 0.15 0.39 62
15. What brand are these advertisements promoting? #
Answer
1 2 3 4 5 6 7
Toyota Chevy Ford Honda Kia Hyundai I don't know. Total
Response
%
2 0 1 0 38 3 7 51
4% 0% 2% 0% 75% 6% 14% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 7 5.14 1.32 1.15 51
16. How much do you like this brand based on these advertisements? #
1 2 3 4 5
Answer
Strongly Dislike Dislike Neither Like nor Dislike Like Strongly Like Total
Response
%
5
10%
9
18%
26
51%
8 3 51
16% 6% 100%
76
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
17. What first comes to mind when you think of Kia? Text Response
Hamsters small cars The car I currently drive Cheap Korean hamsters Cheap shitbox, "throwaway" car, not quality Japan I literally know nothing about cars. cheap Kia Sephia Crappy Asian cars Reliable car Optima What comes to mind when I think of Kia is Korea, which is where Kia is headquartered. Lime green cars hamsters Hamsters Not familiar Shit Affordable small The Kia girl ads Cheap Soul, Rio, cheap mediocre cars that don't last The improvements in the quality and design of their vehicles. Compact cars Now it's Griffin force but before it was just another Asian car company Korean car maker My friend's dad who has a KIA dealership Hamsters small cars Small cars Used prices go down quickly. hamsters Commercials, imported Cheap quality
Kia Motors
Value
1 5 2.90 0.97 0.98 51
Brand Audit
77
Sorento Cheap, tacky, unsafe, my ex boyfriend from high school Hamsters rats Innovative small Sorenta Korea Hamsters Statistic
Value
Total Responses
18. What else comes to mind when you think of Kia? Text Response
Little cars inexpensive 5-seat car Poor quality Low price, low quality hamsters Foreign. Newer in US. Not as reputable. Nothing Seen a commercial... cheap/shit Foreign car brand Embarrassed to drive one. Good value Nothing What else comes to mind when I think of Kia is an SUV. Fuel economy cube car Not much cheap Poop Up and coming foreign cheap cars, buy one get one value They look decent, but their functionality is unreliable. The hamster commercials (catchy/popular upbeat music and dancing) Hamsters Nothing Funky, eclectic, economy cars The fucking annoying hamster commercial and the weird Blake Griffin ones. Also how could anyone answer the next few questions below this without having a KIA... Dammit Mackin Shitty foreign cars
46
78
Kia Motors
hamsters Fair priced Some print advertisements make me think of Dyson. They like their cars to look "different". not much Cheap Japan Hyundai's little sister Questionable Cars shaped like refrigerators blake griffin Rebranding nothing Nothing really Low prices Junk Statistic
Value
Total Responses
46
19. Rank Kia on the following attributes: #
Question
1 2 3 4 5 6 7
Quality Safety Performance Value Fuel Economy Design/Style Technology/Innovation
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Poor
Fair
Good
Very Good
Excellent
Total Responses
Mean
6 4 5 1 1 7 2
19 15 21 11 11 13 17
13 18 13 14 16 16 17
8 8 6 15 16 9 10
0 1 1 5 2 1 0
46 46 46 46 46 46 46
2.50 2.72 2.50 3.26 3.15 2.65 2.76
Quality
Safety
Performance
Value
Fuel Economy
Design/Style
Technology/Innovation
1 4 2.50 0.88
1 5 2.72 0.87
1 5 2.50 0.88
1 5 3.26 1.04
1 5 3.15 0.84
1 5 2.65 1.08
1 4 2.76 0.72
0.94
0.93
0.94
1.02
0.92
1.04
0.85
46
46
46
46
46
46
46
Brand Audit
79
20. How similar do you consider Kia to the following brands? #
Question
Not Similar
Somewhat Similar
Similar
Very Similar
Extremely Similar
Total Responses
Mean
1 2 3 4 5
Toyota Chevy Ford Honda Hyundai
7 25 25 4 3
20 10 15 20 9
16 9 6 19 18
3 1 0 3 8
0 1 0 0 8
46 46 46 46 46
2.33 1.76 1.59 2.46 3.20
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Toyota
Chevy
Ford
Honda
Hyundai
1 4 2.33 0.67
1 5 1.76 0.99
1 3 1.59 0.51
1 4 2.46 0.56
1 5 3.20 1.32
0.82
0.99
0.72
0.75
1.15
46
46
46
46
46
21. To what extent do you admire and respect the Kia brand? #
Answer
1 2 3 4 5
Not at all Slightly Somewhat Very Extremely Total
Response
%
14 15 15 2 0 46
30% 33% 33% 4% 0% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 4 2.11 0.81 0.90 46
22. Does the Kia brand give you a feeling of fun? #
Answer
1 2
Yes No Total
Response
%
19 27 46
41% 59% 100%
80
Kia Motors
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 2 1.59 0.25 0.50 46
23. Does the Kia brand give you a feeling of social approval? #
Answer
1 2
Yes No Total
Response
%
9 37 46
20% 80% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 2 1.80 0.16 0.40 46
24. Have you ever purchased a Kia? #
Answer
1 2
Yes No Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
2 44 46
4% 96% 100% Value
1 2 1.96 0.04 0.21 46
25. Would you purchase another one? Why or why not? Text Response
No. Cheaply made and poor technology. Yes, have not had problems with my kia. Statistic
Total Responses
Value
2
Brand Audit
81
26. Would you consider purchasing one? Why or why not? Text Response
I have never purchased one. No, because I know nothing about them. I am unsure of their safety features. I do not know yet No No. I like Hondas so I'll stay with what I know. No, I am a Detroiter and buying foreign is like putting my neighbors out of work. ambivalent If it's affordable I want an American-made car I would not. Several members of my family worked for Ford and I tend to like domestic car brands. Not a brand I want to associate myself with. No. No comment. I wouldn't consider purchasing one because I believe that the vehicles aren't as high quality as ones made by Toyota, Honda, and Nissan. Nah -- not my style of car. Probably not. I like a lot of other brands better If the price and features were right I don't know much about Kia. Definitely not. Terrible brand, and terrible Blake Griffin Yes, because the cats are very affordable, but give me the impression they are safe and becoming more competitive with the bigger brands. They have sleek designs and have come a long way in recent years. Not really. I simply have not heard that much about Kia, leaving me with pretty vague impressions. Possibly - I can't imagine not owning a Volkwagen, but Kias are so inexpensive that I might consider. Possibly for my kids some day, if the safety ratings are good. No. I want more quality and brand No. I don't think it would make it to 120,000 miles I have thought about buying the Kia optima or sorento because they are nice looking vehicles for a great value but I am not sure is their resale value and fuel efficiency stack up against Toyota or Honda. No, I have preferences for other car brands, but if I found a car with both value and quality that happened to be a Kia, I'd consider it. Yes if it had good value No, I don't like the styling Sure. I would consider purchasing any car brand based on how good the car seemed and its cost when I evaluated it. No. It is a foreign car. I'm an American, Living in in America. I will drive a car made in America by an American company. probably not. I've driven a couple and they aren't very fun and they are rather ugly No No, I want a fuel efficient hybrid car, not a car thats trying too hard to be stylish and has cars that don't hold value. No junk No, No I'm not sure. No. I know that the notion of them being unsafe is now unfounded, but regardless, they look nice on the outside but feel cheap and plastic on the inside. The people I have known who drove them always had
82
Kia Motors
problems with them. While it might be an inexpensive car, it doesn't hold value. Maybe, if it was a match to what I wanted in a car, safety and value-wise No strictly American autos no It would depend on what other cars I was looking at and the prices of them. I wouldn't necessarily be opposed. Yes. I think they are improving the style and performance of their product. No. Junk Statistic
Value
Total Responses
43
27. Select your level of agreement with the following statements regarding the Kia brand: #
1
2
3
4
5
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Question
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
Total Responses
Mean
8
16
16
4
1
45
2.42
6
6
28
3
2
45
2.76
4
6
12
20
3
45
3.27
6
7
24
7
1
45
2.78
12
10
20
2
1
45
2.33
People like me admire and respect this brand. I like people who use this brand. This brand is a good value. I trust the makers of this brand. I would recommend this brand to others.
People like me admire and respect this brand.
I like people who use this brand.
This brand is a good value.
I trust the makers of this brand.
I would recommend this brand to others.
1 5 2.42 0.93
1 5 2.76 0.87
1 5 3.27 1.15
1 5 2.78 0.90
1 5 2.33 1.00
0.97
0.93
1.07
0.95
1.00
45
45
45
45
45
Brand Audit
83
28. Select your level of agreement with the following statements regarding the Kia brand: #
1
2
3
4
5
6
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Question
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
Total Responses
Mean
10
17
14
3
1
45
2.29
11
6
12
13
3
45
2.80
11
9
14
10
1
45
2.58
9
9
18
8
1
45
2.62
11
13
17
2
2
45
2.36
11
13
17
2
2
45
2.36
This brand gives me a feeling of warmth. This brand gives me a feeling of fun. This brand gives me a feeling of excitement. This brand gives me a feeling of security. This brand gives me a feeling of social approval. This brand gives me a feeling of selfrespect. This brand gives me a feeling of warmth.
This brand gives me a feeling of fun.
This brand gives me a feeling of excitement.
This brand gives me a feeling of security.
This brand gives me a feeling of social approval.
This brand gives me a feeling of self-respect.
1 5 2.29 0.94
1 5 2.80 1.66
1 5 2.58 1.34
1 5 2.62 1.15
1 5 2.36 1.10
1 5 2.36 1.10
0.97
1.29
1.16
1.07
1.05
1.05
45
45
45
45
45
45
84
Kia Motors
29. Select your level of agreement with the following statements regarding the Kia brand: #
1
2
3
4
5
Question
If this brand were not available, it would make little difference to me if I had to use another brand. I would really miss this brand if it went away. This is a brand used by people like me. I really like to talk about this brand with others. I am proud to have others know I use this brand.
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
Total Responses
Mean
4
1
6
9
25
45
4.11
24
11
5
5
0
45
1.80
16
13
10
5
1
45
2.16
22
9
8
5
1
45
1.98
22
7
14
1
1
45
1.93
Brand Audit
Statistic
85
If this brand were not available, it would make little difference to me if I had to use another brand.
I would really miss this brand if it went away.
This is a brand used by people like me.
I really like to talk about this brand with others.
I am proud to have others know I use this brand.
1 5 4.11 1.60
1 4 1.80 1.07
1 5 2.16 1.23
1 5 1.98 1.34
1 5 1.93 1.11
1.27
1.04
1.11
1.16
1.05
45
45
45
45
45
Min Value Max Value Mean Variance Standard Deviation Total Responses
30. What is your age? #
1 2 3 4 5 6
Answer
Younger than 18 18-22 23-27 27-36 36-45 Older than 45 Total
Response
%
0
0%
26 6 2 2 8 44
59% 14% 5% 5% 18% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
2 6 3.09 2.50 1.58 44
31. What is your gender? #
Answer
Response
%
1 2
Male Female Total
24 20 44
55% 45% 100%
86
Kia Motors
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 2 1.45 0.25 0.50 44
32. What is your marital status? #
Answer
Response
%
1 2
Single Married Total
35 9 44
80% 20% 100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 2 1.20 0.17 0.41 44
33. How many children do you have? #
Answer
1 2 3 4 5 6
0 1 2 3 4 5 or more Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
34 1 5 3 0 1 44
77% 2% 11% 7% 0% 2% 100% Value
1 6 1.57 1.37 1.17 44
Brand Audit
87
34. What is your occupation? #
1 2
Answer
Full-time student Employed fulltime Total
Response
%
26
59%
18
41%
44
100%
Statistic
Value
Min Value Max Value Mean Variance Standard Deviation Total Responses
1 2 1.41 0.25 0.50 44
35. What is the highest level of education you have completed? #
1 2 3 4 5 6 7 8
Answer
Some high school High school diploma Some college 2 year college degree (Associates) 4 year college degree (BA, BS) Master's degree Doctoral degree Professional degree (JD, MD) Total
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
0
0%
3
7%
15
34%
1
2%
20
45%
3 1
7% 2%
1
2%
44
100% Value
2 8 4.27 1.88 1.37 44
88
References
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Brand Audit
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Brand Audit
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