Step 2: Market Analysis

Primary Purpose:

To understand the dynamics of the marketplace and the client's position within it.

Objective:

To learn enough about the marketplace to begin developing a Brand Architecture.

Process:

Two meetings.

• Briefing by client for consultant.
• A discussion of understanding after independent review by consultant.

Suggested areas of discussion:

• Where does the client's brand fit within the marketplace?
• Who/what is the competition?
• Industry trends & analysis.
• Customer satisfaction/dissatisfaction.
• Public awareness.

Deliverable:

A one-page rough summary of the competitive landscape.

Next Step:

Brand Architecture Development

Estimated Working Days: 7