Planning cycle

A conceptualisation of the process of developing and sustaining a brand, through product and communications development. It is usually described through a series of questions;

where are we?
why are we here?
where could we be?
how could we get there?
are we getting there?;

and eventually round full circle to "where are we?" again. It provides a useful framework within which to think about the objectives of a specific research project.

Planning cycle

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