The Brand is so much more than the logo or strap line.
The Brand is everything the customer experiences at every point of contact with the organisation . It is core to a organisation's growth ambitions and must be based on a fundamental understanding of the customer, organisation's capabilities and the competition.
It is at the heart of the marketing strategy.
When done well brand planning helps the organisation
stand out from the competition
achieve cost efficiency in creative development and execution
achieve consistency in communications , service and product development
create the most appropriate customer experience