Syllabus

Artboard 5
Module 3

Brand Diagnosis

  • step back
  • data collection
  • brand heritage

The first big step in the brand management process is always taking a step back. Collecting the right kinds of data to conduct a fully realised diagnosis of the brand you now lead is always the optimum starting point. The module reviews the best forms of market research plus the role of founders, heritage and provenance in getting to grips with brand awareness and brand image.

  • Module length: 47 mins
  • Readings: 4
  • Study time: 2 hrs