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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.
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