Critically evaluate pathways for growth so as to develop a brand that is optimally designed, catering to the needs and aspirations of consumers, and engineered for expansion into new market segments and geographic territories

Strategic Brand Audit

⦁ Deconstruct a brand, understating the role played by the constituent brand elements, critically analysing how these integrate and function together to create value and a competitive advantage for an organisation

⦁ Apply relevant frameworks, models, tools and techniques to analyse the positioning and performance of a brand in the market

⦁ Critically evaluate pathways for growth so as to develop a brand that is optimally designed, catering to the needs and aspirations of consumers, and engineered for expansion into new market segments and geographic territories

⦁ Leverage principles stemming from the SDG’s, (notably goals 8, 9 and 12) so as to balance the commercial imperative of strategic brand development with broader societal and environmental concerns.