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fast-track branding

step 2: market analysis

Primary Purpose:

To understand the dynamics of the marketplace and the client's position within it.

Objective:

To learn enough about the marketplace to begin developing a Brand Architecture.

Process:

Two meetings.

  1. Briefing by client for consultant.
  2. A discussion of understanding after independent review by consultant.

Suggested areas of discussion:

  • Where does the client's brand fit within the marketplace?
  • Who/what is the competition?
  • Industry trends & analysis.
  • Customer satisfaction/dissatisfaction.
  • Public awareness.

Deliverable:

A one-page rough summary of the competitive landscape.

Next Step:

Brand Architecture Development

Estimated Working Days: 7

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