Published: 17 October 2017
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.
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
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