Gartner Research

Ignition Guide to Creating a Brand Plan (B2B & B2C)

Published: 17 July 2015

ID: G00340797

Analyst(s): Marketing Research Team


This guide includes a suite of tools and templates that will help marketing leaders align brand goals with the firm's business priorities, prioritize annual brand initiatives and socialize the brand plan.

Table Of Contents



Step 1 of 7: Manage Brand Planning Logistics

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls & Keys to Success

Step 2 of 7: Refresh Brand Fundamentals, and Diagnose Planning Information Gaps


How to Set Up for Success

Step 3 of 7: Fill the Identified Critical Information Gaps


How to Set Up for Success

Step 4 of 7: Define Brand Initiatives for the Current Year


How to Set Up for Success

Step 5 of 7: Prepare to Execute the Brand Initiatives


How to Set Up for Success

Step 6 of 7: Communicate the Brand Plan to Stakeholders


How to Set Up for Success

Step 7 of 7: Monitor Progress on Brand Initiatives

Review Your Performance

Keys to Continued Success

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