Brand Management Requirements

• How to assess what type of brand you are responsible for using the brand evaluation standard

The Framework is a unique process set-up for each brand. If you have sub-brands or more than one product or service, your Framework will become more detailed and have more pieces to work with. The different complexities are referred to as levels.

Mentioned previously, the Guide provides a Level 1 implementation of the Framework, which can be applied within any size of the organization, if you are looking at a single brand at a local level.

How to determine the size of your organization:

Ask yourself the following to understand the complexity of your organization:

<aside> ❓ How many sub-brands do you have?

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<aside> ❓ How many different products and/or services do you have?

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<aside> ❓ How many locations does your organization operate in the world?

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If you answered:

• 1 Brand

• 1-2 Brands

• 2+ Brands

• 1 Customer group

• 1-2 Customer groups

• 2+ Customer groups

• 1 Demographic

• 2-3 Demographics

• 3+ Demographics

• 1 Geography

• 1-2 Geography

• 2+ Geography