Once a framework for all brand building has been established we embark on a process of clarifying and elaborating the brand identity. Brand planning is the transition from identity to communication that strives to establish to tools and methods to keep the strategy on track. The goal of the brand planning process is delivering the substance behind the brand identity: Working with existing identity-supporting programs and creating new programs Identify the stories, people and events that perfectly represent the brand identity Make the identity more vivid by translating it into visual metaphors -- interesting and memorable Set priorities for brand differentiation and communication objectives By extending and elaborating the identity, an organization can provide the needed richness and texture that will guide effective and consistent communication programs.       Brand Analysis An objective assessment of your current position.     Brand Identity A value system that is the framework for all brand building.     Brand Planning The innovation phase where new products and communication tools are planned.     Brand Communication The expression of brand identity through traditional and nontraditional tactics.     Brand Management Keeping high standards and tracking results.

© 2001 - 2003 NewMarque Group. All rights reserved.