A consideration about brand strategy planning

The view of a strategic planning step from brand value development to brand value transfer

Abstract

The old brand strategy has been drawn up from an individual feeling, experience, and courage. And a sanction person was not able to judge the accuracy or justification of the plan in many cases exactly. In order to solve this problem, various decision-making support tools are developed. But the tool practical use procedure which tied them up organically seldom exists. In this study, two tools developed for product development and communication measure deployment support are taken up. And these tools utilizing method for drawing a brand strategy drafter's decision-making process effectively and efficient is proposed from a viewpoint of common consumer goods.