Identify how to grow your brand via an understanding of the category and competitive sets in which your brand performs.

Objective:

Identify how to grow your brand via an understanding of the category and competitive sets in which your brand performs.

Content:

• Scorecards to map market structures
  • Best practice brand health indicators: role, types and core measures
  • Market research: best practice briefs, reports, methodologies; using and implementing findings, interfacing with agencies

Capabilities:

• Identify past and potential brand value levers
• Develop hypothesis and make complex connections
• Know which questions to ask
• Use process tools to identify “value/growth” drivers for your brand(s)

Questions you will be able to answer:

1. What role does the category and my brand play within consumers’ lives?
2. Where will my growth come from?
3. What need states does my brand currently address?
4. What does my brand need to do to grow incrementally?
5. Which competitors represent the greatest threat and could beat me to it?