The brand planning cycle

JWT, Stephen King

The brand planning cycle is a rational analytic approach to the brand strategy development process. It consists of six stages, which have to be passed through on a recurrent basis. The model suggests that brand strategy development has to be executed in a planned and sequential order. In reality all six stages usually get continuous attention. The six stages are:

  1. What/who is the brand? Analysis of the physical, mental, and social components of the brand, regarding their centrality, durability and salience.

  2. Where is the brand? Analysis of the technological, cultural, social, political, economic, and competitive environment in which the brand operates, and of its position within each of these spheres. Analysis of the category and the brand users, their motivation, purchasing behaviour, and product and brand perceptions. Analysis of the distribution forces.