Market Trends & Growth Drivers ↓
• Understanding Market Trends
• Analyzing Category/Brand Growth Drivers
• Focus on the Must-Win Battles
Market Definition & Segmentation ↓
• Determining Market Needs
• Determining Buying Groups
• Understanding Buying Dynamics
• Target Selection
Brand Vision & Strategies ↓
• Brand Proposition
• Brand Scope/Extension
• Brand/Range Architecture
• Portfolio Planning
• Brand Naming
• Brand Identity
Communication Strategy ↓
• Who?
• What?
• How?
• Where?
• Why?