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Its aim is to define fundamental aspects of brand management, looking for its position from within, through curves and briefing value of the brand.

Definition of key and secondary audiences.
Definition of key and secondary competitors.
SWOT Analysis.
Strategic document to determine tangible and intangible benefits
Agreement on benefits to be communicated.
Brand Personality.
Relationship of kinship with key audiences.
Essence of the Brand.
Brand Statement or strategic slogan.
Brand architecture.
Execution keys for communication pieces.
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