Brand Planning

Building a distinctive brand today has become exceedingly complex. It is hard to win the attention of the marketplace – hard to stand out in a sea of sameness – hard to rise above the clutter – hard to win the loyalty of fickle buyers. And the dizzying array of communication options makes media planning an exercise in guesswork. To succeed brand managers must set out to capture the imagination of potential buyers and follow a rigorous stepwise process to achieve their goals.