As discussed, managing a brand is a constant process of daily decisions to develop and ensure our brand performs better than our competitors.

Therefore, in the continuous improvement process, we should at least review/re-look into the following questions:

• What is our brand vision?

• How does it relate to our Corporate Vision?

• What needs and wants of consumers will the brand satisfy?

• What are the brand’s rational and emotional aspects ( yin and yang)?

• Can we define the essential personality or identity of our brand?

• What makes our brand better than our competitors brands?

• What makes our brand different from our competitors brands?

• What will we never change about our brand?

• Why do some people prefer other brands to ours?

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