Brand Strategy Planning Framework

Brand Strategy Planning Framework

The Strategic Brand Planning   Brand Audit Corporation Espoused versus delivered values Corporate strategy Heritage Identity: communication symbols Employees behaviour, sense of belonging, attitudes and perceptions Core competencies: areas of opportunity...
Strong Brand Features

Strong Brand Features

Powerful Brand Characteristics Defining Brand “A cluster of functional and emotional values which enable an organisation to make a promise about a unique and welcomed experience.” Source: Leslie de Chernatony, Malcolm McDonald, Elaine Wallace   Brand...