brand
charters |
A
document which outlines the fundamental long term orientations
of a brand |
| |
| Principle |
In
order to accomplish long term strategies, transmit knowledge,
and communicate effectively with agencies, brand managers
need to have access to a written document which outlines the
fundamental long time orientations of their brand.
This consensual document must take into account the following
three key aspects : |
| • |
Market
demands for brand products |
| • |
Brand
identity according to research results |
| • |
Strategic
corporate objectives. |
| |
Results
The “Brand Charter”
document consists of : |
• |
Strengths
and weaknesses of the brand |
• |
Threats
and opportunities |
| • |
Core values |
• |
Mission |
| • |
Expertise |
| • |
Communication and advertising style |
| • |
Guiding principles for diversification |
| • |
Adaptation to local situations for international
brands. |
