Strategic planning has to do with the brand and marketing communication, and therefore, in a certain sense, with the entire company. For us at the agency, strategic planning is an integral part of creating brand value, which is dependent on brand communication and therefore on account planning.
In the context of strategic planning, depending on the situation and assignment, we focus on brand value, brand strategy, building the brand, and steering the brand. Market, opinion, motif, media, and trend research enrich the analysis as the basis for planning activities. The results are condensed into the brand strategy and brand positioning.
Goal, Strategy, Mix
This is the triad for successful marketing. The possibilities of the marketing mix which can successfully be used to work the market are to be planned.