Gartner Research

Brand-Building Principles (Brown-Forman)

Published: 17 October 2017

ID: G00389112

Analyst(s): Marketing Research Team


This best practice case study describes Brown-Forman’s approach to brand building, which consists of a repeatable, evolving framework and toolkit based on successful brands’ best practices.

Table Of Contents



Business Context


Solution Components

Part 1: Codifying Principles for Brand Building

Part 2: Constructing a Repeatable, Brand-Building Framework

Phase 1: Brand Strategy

Step 1: Environmental Analyses, Insights, and Growth Opportunities

Step 2: Vision and Role

Step 3: Brand Architecture

Phase 2: Brand Planning

Step 4: Core Strategies, Ideation, and Sources of Growth

Step 5: Key Annual Plans and Initiatives

Step 6: Resources

Phase 3: Brand Performance

Step 7: Financial Projections and Variance Analysis

Step 8: Execution

Step 9: Evaluation

About This Research

Presentation Deck

Recommended by the Authors

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