Mini MBA in Brand Management
Module 03

Brand Diagnosis

brand heritage / founders / brand research

The first real step you take in brand management is to take a big step back and try to diagnose the brand that you are now expected to manage. Collecting the right kinds of data to conduct a fully realised diagnosis of the brand you now lead is always the optimum starting point.

This 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.