- strategic diagnosis - what is the health of the brand
- market insight (what is happening to consumers and competitors)
- positioning and identity (what does the brand mean, for whom)
- brand architecture (what are the right brand extensions and the entire brand portfolio)
- brand management (internal processes and organizational support of the brand)
- brand tracking (a system of indicators for assessing brand health)
- brand valuation (when it is time to sell the brand or put it company’s balance sheet)
- design of the brand experience (how a customer should and should not meet the brand)
- visual identity
- visual communication strategy (strategy and a plan for how and where the brand should be experienced)