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.

Related Terms

• Strategic development research
• Brand research
• Advertising research