The Strategic Foundation of a Brand

Define a brand as a system of meaning, encompassing values, perception, and promise.

Explain the relationship between a brand platform (purpose, vision, mission), brand strategy (positioning), and brand identity (expression).

Formulate a brand's positioning by defining its target audience, competitive frame of reference, and point of differentiation.

Construct a positioning map to analyze the competitive landscape of a given fashion market.

Evaluate the coherence between a brand's stated purpose and its market positioning using a case study.