Brand Performance Checklist

What it is:

A summary of the facts concerning the brand's marketplace performance.

What its for:

To help establish the brand's current role in the market.

How to do it:

Use quantitative data, as available, proprietary to the client and industry sources.

Checklist:

• Size?
• Volume/value share?
• Growth?
• Price in relation to other brands?
• Competitive position?
• Where has the brand gained. Where has it lost out?
• Rate of sale?
• Distribution/trade situation?