| Best
Practices |
Brand
Reframing |
| Transfers
learning from other brands, companies and
industries. Most effective when
out-of-category and in-category examples
are chosen. |
Evaluating
the brand's strengths and weaknesses
within the marketplace. How should the
brand be repositioned for the future. |
| Competitive
Brand Analysis |
Brand
Equity Evaluation |
| Understanding
the dynamics of the competitive set.
Identify strengths and weaknesses.
Identify future competitive threats. |
A
technique to understand brand equity. For
example, do we have sufficient equity to
extend
into new markets. |
