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Article Excerpt
The annual planning process is an opportunity to undertake a multifaceted audit of the individual media brand, thereby sharpening the focus on its benefits, differentiation, and opportunities. By better understanding the value being brought to market, better decisions can also be made about how to deploy resources most effectively--the topic of next month's Strategic Planning conclusion. (Part 1, on right-sizing the rate base, was in the June 8, 2009, min.) The brand audit provides a basis for identifying areas of needed change and has three components:
1. Brand Identity
The value of most media brands lies in their ability...
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