Courses The Annual Brand Plan

The Annual Brand Plan

The single most important document a brand manager produces. From situation assessment to financial framework to defending the plan.

L4 · Lead4 modules · 12 lessons4 quizzes10-12 hours

Module 1: Situation Assessment

The 5-Dimension Business Review Reading Market Share Data Brand Health Metrics Module 1 Quiz

Module 2: Strategy Development

From Diagnosis to Strategic Choices Setting Objectives That Are Actually Useful The Marketing Mix and SOSTAC Module 2 Quiz

Module 3: Financial Framework

The Brand P&L: Every Line Explained A&P Budget Allocation Building a 12-Month Activation Calendar Module 3 Quiz

Module 4: Presenting and Defending the Plan

Brand Plan Document Structure Defending Your Plan: The Pyramid Principle When the Plan Meets Reality Module 4 Quiz