The Brand Genome Process.

The Brand Genome Process is a unique and result-driven step-by-step system that leads to the definition of the Unique Brand Proposition (UBP) the foundation for creating compelling and outstanding brand communication measures.

The brand genome process consist of 3 genomes genes:

  • - Defines socio-cultural environment, trends and developments and brand drivers)
  • - Target audience
  • - Category competition
  • - Compares positioning claims
  • - Analyses category structure and customer needs