Brand Planning Advice
The Brand Planning Cycle is a well-established approach to monitoring a brand's progress. Pick a topic below for summaries and links to key articles in the WARC database, all carefully chosen for their practical, 'how to' approach to the fundamental aspects of brand management.
1. Where are we now?
Brand valuation/assessmentCustomer analysis
- U&A/segmentation
- Brand loyalty/satisfaction
Market analysis
Competitive analysis
3. How do we get there?
Planning & briefingCreative Development Research
Execution
Specific media & disciplines
Integrated communications
Pre-testing
Media planning/scheduling
Budgeting
4. Are we getting there?
Tracking- General
- Measuring specific disciplines
Brand equity measurement
Econometrics & sales analysis
