KEY POINTS
> Perceived Image internally vs. externally
> Operational implementation
> Aligning brand strategy with firm’s strategy

WHAT HAS TO BE DONE
> Conduct publication and press analysis
> Publications (brochures, Internet websites; product sheets, books…)
> Press (press releases, press articles, rankings, directories…)
> Interview in-house people (partners, associates, marketing people) and “outside the firm” people (clients, HR firm…)
> Understand current image
> Understand and determine brand’s characteristics
> Understand environment
> Identify firms’ resources (financial, human, technical…)
> Identify differentiating factors
> Audit marketing and communication actions
> Define an action plan

RISKS
> Lack of resources
> Weak implementation of the strategy
> Brand strategy is not aligned with firm’s strategic objectives

DELIVERABLES
> Report
> Brand positioning analysis (in-house perception vs. external perception)
> Verbatim
> SWOT analysis
> Action plan
> Recommendations