II . 2 . BRAND YOUR BUSINESS
Before brand building process , company owners have to analyse their business with written business plan , included marketing plan in order to check if the company is suitable for brand building , or not . During the marketing plan preparation , owners have to be clear about objectives and how they ’ re going to achieve them . A good marketing plan sets realistic and measurable objectives , allocates responsibilities , and includes budgets and action plans . It is important to update it regularly to reflect the current position of the business . The following key elements make up the business plan :
1 . Business analyses – SWOT analyses 2 . Market overview – analysing market , customers , competitors , external factors
3 . Marketing objectives – SMART objectives ( specific , measurable , achievable , realisic , timed )
4 . Marketing strategy – marketing mix 5 . Specific activities – to achieve marketing objectives 6 . Finances – planning marketing budget 7 . Monitoring activities – regularly
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