Executive Summary (This is a document excerpt)

Brand reviews uncover two types of flaws in a Web site's brand experience: those that prevent users from accomplishing key goals, and those that contradict a company's brand attributes. To get the most out of a Web Site Brand Review, customer experience managers should plan to test user goals that drive business metrics, prepare brand positioning statements that capture the essence of the brand's core values, and gather offline materials that reflect current style guidelines.

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