Audyt kreatywny komunikacji marketingowej w oparciu o archetyp marki
Creative audit of marketing communication based on brand archetype

Summary/Abstract: Nowadays marketing communication encounters a lot of difficulties reducing its efficiency and effectiveness. Consistency and stability of brand identity over time is threatened. The companies are changing managers responsible for brands, along with the changing visions of brand identity and related marketing communication. Brands are not built overnight, but through the years of consistent communication that combines long-term vision for the brand, and takes into account short-term tactical actions. Marketing communication has to be subject to a systematic, multifaceted assessment. A part of this assessment should be creative audit. The aim of the paper is to present the creative audit method based on the brand archetypes. The paper is based on literature studies, secondary data analysis and audit of over 40 brands and their marketing communication.

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