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Role of Account Planning

In: Business and Management

Submitted By ssanchay
Words 500
Pages 2
------------------------------------------------- Role of Account Planning in growing a brand…
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In the business of building brands and making them part of consumers lives, the role of planning becomes invincible.
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To me one of the most important things that planning does is, uncovering where the brand lives in the consumers’ mind. It makes use of research tools such as ethnographies, focus groups or quantitative/social studies to ask consumers what they think about the brand, or how they use the product or service. But, planning is not just a research function; it truly begins when the research ends.
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Planning takes into account various strategic frameworks, models to create brand propositions & communication plans by integrating consumer sensibilities. The work of the planer is to stay true to what the TG is thinking, believing or doing. I strongly believe communication ideas which are embedded with true consumer insights can make the brands relevant for the consumers and therefore an inseparable part of their lives! (Nike, as a brand has a place in the culture that far exceeds the particular performance characteristics of their shoes).
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A fair understanding of strategic planning process and its tools can bring in provocative thinking and add fresh impetus to work. It can take one outside the conventions of a category and aid generation of new ideas. From infusing creativity into the everyday brand work to helping the brand stretch across different formats, or ideation on new product developments, strategic planning can help us do a multitude of growth led activities with the brand.
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Planning also…...

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