Brand building
glossary

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typically covers strategy, strengths and weaknesses, unique buying propositions, statements in terms of mission, values and vision, as well as identifying cognitive  gaps in the market that can be exploited. The knowledge acquired can inform new directions and pivotal change for the brand and its related offering.