Brand Strategy Formulation
1. Market Opportunities and Feasibility Study
- By assessing consumer and competitor dynamics
- Identifying the consumer needs through a gap analysis
- Defining the market size
- Defining the opportunities for success
2. Brand Audits
• Determining the brands performance in its chosen market(s), through evaluating Key Brand
Health Indicators, eg:
- Brand Standing
- Brand Awareness
- Brand Strength
- Brand of Take
- Brand Opportunities
3. Formulation of Strategies and Plans
Zanusi follows a four phase approach, namely:
- Gaining insights both internally and externally
- Gap analysis and identifying strategic options
- Development of Brand Strategy and Plan
- Implementation and ongoing evaluation
