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.
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