The brand analysis is conducted at the outset of a brand (strategy) process. It forms the basis for the subsequent brand strategy, which builds on the results of the analysis. It examines current and historic content and performances of the brand (brand inventory), and also looks at the brand's style – current and retroactively (brand exventory).
The objective is to identify and condense the brand's countless peak performances (brand core values) and ultimately express them in condensed form through the brand positioning and the brand stylistics in an unmistakable, inimitable, and credible way using the entire marketing mix toolbox. This is how performances are perceived by the customer, remembered, recommended, and appreciated.