Gallup Brand Equity Audit
Four stages in an equity audit:
Stage 1:  Brand Profiling
Array performance of Brand vs. Competition on each of five components of brand equity:
Presence
Position
Experience
Value
Loyalty
Gallup Brand Equity Audit

Four stages in an equity audit:
Stage 2:  Driver Analysis
Determine the manner in which the key experience-based and communications-based components interact to drive loyalty to the Brand.
Stage 3:  Quadrant Analysis
Array the importance of each Brand Loyalty driver against the relative performance of the Brand vs. Competition on that driver.
Result:  priorities for action to improve Brand Loyalty and enhance Brand Equity