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Marketing management is the organisational discipline that focuses on the practical application of marketing orientation, techniques and methods within companies and organisations and in managing a company's marketing resources and activities.

Marketing management employs various tools of economics and competitive strategy to analyse the context of the industry in which the company operates. These include the five forces of Porter, the analysis of strategic groups of competitors, value chain analysis and others . Depending on the industry, the regulatory context may also be important to examine in detail.
In competition analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses through the SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of benefits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other Factors. Intelligence to help identify trends and inform the company's marketing analysis.
A brand audit is a thorough examination of the current position of a brand in an industry compared to its competitors and examining its effectiveness. When it comes to brand audit, five questions need to be carefully examined and evaluated. These five questions are how well the current brand strategy of the company is working, what are the strengths and weaknesses of the company's established resources, what are its external opportunities and threats, how competitive are the prices and costs of the company. Company, position compared to its competitors, and what strategic issues are facing the company.

Generally, when a business conducts a brand audit, the primary objective is to discover the strengths of business resources, gaps, best market opportunities, external threats, future profitability and competitive position compared to existing competitors . A brand audit establishes the strategic elements needed to improve brand positioning and competitive capabilities within the industry. Once a brand is audited, any business that ends up with a strong financial performance and position in the market is more likely than not to have a brand strategy properly conceived and effectively executed.
A brand audit examines whether a business's market share is increasing, decreasing or stable. It determines whether the profit margin of the company is improving, decreasing, and how much it is compared to the margin of profit of the established competitors. In addition, a brand audit investigates trends in the net profits of a company, the performance of existing investments and their established economic value. Determine whether the financial strength and credit rating of the business are improving or worsening. This type of audit also assesses the image of a company and its reputation with its customers. In addition, a brand audit seeks to determine whether a business is perceived as an industry leader in technology, offering product or service innovations, along with exceptional customer service, among other relevant issues that customers use to decide a brand preferably.

A brand audit usually focuses on the strengths and capabilities of a business as these are the elements that improve its competitiveness. The competitive advantages of a company can exist in several ways. Some of these forms include expert or relevant experience, valuable physical assets, valuable human assets, valuable organisational assets, valuable intangible assets, competitive capabilities, achievements and attributes that position the business in a competitive advantage and cooperative alliances or partnerships.
The basic concept of a brand audit is to determine whether the resources of a business are competitive assets or competitive liabilities. This type of audit seeks to ensure that a company maintains distinctive competence that allows it to build and reinforce its competitive advantage. What is more, a successful brand audit seeks to establish what a company capitalises on at best, its level of experience, resources and strongest competitive capabilities, with the aim of identifying the position of a business and future performance .