The document outlines a 3-step process for annually measuring and developing a brand: step 1 involves conducting research on the brand's strategy, market position, strengths/weaknesses, and best practices; step 2 uses the research results to create indicators to measure the brand and define output values; step 3 evaluates the brand annually through the indicators and suggests actions to strengthen strengths and address weaknesses. The document provides contact information for Heikki Nuutinen at HND for questions.

1. Brand Inventory
How to measure brand annually and make
it a regular brand development tool

2. Step 1: Research
Brand research produces valuable
information of the brand,
for example:
• how does brand support strategy
• brand position on the market
• brand SWOT
• the best brand practices

3. Step 2: Indicators
Based on research results
and comparing them
to other essential information
we create indicators
to measure the brand.
We also define the output
values of each indicator.

4. Step 3: Annual Inventory
We evaluate the brand
regularly through the indicators.
Based on the evaluation we
suggest actions to eliminate
the weaknesses and develop
the strengths.

5. Please call
or send an email
+ 358 50 355 3842
heikki.nuutinen@hnd
www.hnd.fi