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A brand manager is concerned that his organization's brand image and physical sales are slipping in the marketplace. The manager has decided to query consumers about the health of the brand and try to discover ways to leverage the brand's equity. Which of the following terms will most likely provide the structure and process for the manager's investigation?

• A brand audit

• An organizational audit

• A brand-positioning study

• A brand demographic matrix analysis

• A secondary search of good brand characteristics
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Marketing Management
Edition: 13th
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A brand audit
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