BRAND MARKETING PLAN
1.
Where is the “Brand Today?” (Brand Audit)
1.1
Brand Positioning (Present)
1.2
Brand Identity
1.3
Brand Image
1.4
Brand Personality
1.5
Brand Features and Benefits
1.6
Brand Name Approach (Umbrella Branding, Range Branding etc.,)
1.7
Brand Sales Performance
1.8
Brand Financial Performance
1.9
Market Segments Presently Targeted
1.10 Brand Market Share Performance
2.
Where do we want the Brand to be in the FUTURE? (Brand Strategy)
2.1
STP Strategy (Which segments will be targeted and how will the brand
be positioned?)
2.2
Brand Marketing Objectives (SMART) (At least 05 clearly formulated
objectives)
2.3
Brand Strategy
The Brand Strategy should address the following :
2.3.1 Brand Product / Market Strategy (E.g. Ansoff)
2.3.2 Brand Marketing Mix Strategy (4P’s / 7 P’s)
2.3.3 Brand Competitive Strategy (Cost Leadership / Differentiation /
Focus)
1
2.3.4 Brand Development Strategy (Brand Extensions etc.,)
2.4
Brand Marketing Budget (Outline of all relevant expenses)
2.5
Brand Evaluation and Controls (Monthly, Quarterly, Annual)
2