Professional Documents
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Training ± Sample Material
3
YEAR 5
YEAR 4
YEAR ^
YEAR
YEAR 1
^
3
e Annual Brand Plan:
YEAR 5
YEAR 4
YEAR ^
YEAR
YEAR 1
4
u
Balance growing brand equity wit delivering
Financial targets
financial targets.
Focus on improving te performance LEAP
of te brand¶s key equity drivers.
Build strong brand equity tat can
power: growt-based Annual
Planning initiatives and scaled
back marketing spends.
Address any weakness in
brand equity.
Annual Planning development
5
3
Annual Brand Planning is driven by:
e brand team
Wit active participation from:
Marketing functions
(e.g. advertising, promotion, packaging, etc.)
Related functions
(e.g. sales, finance, product development, etc.)
Global brand team
Regional HQs marketing teams
Country-level marketing teams
Wit te oversigt and approval of senior management
M
urand team leads and marketing functions contribute
Ú
urand team tracks the progress