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:
What/who is the brand? Analysis of the physical, mental, and social components of the brand, regarding their centrality, durability and salience.
Where is the brand?Analysis of the technological, cultural, social, political,...