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Training ± Sample Material
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e Annual Planning provides:

‡ A framework for linking strategy to execution

‡ A roadmap to a brand¶s financial goals.
‡ A plan for
ow t
e brand will use marketing
drivers to attain its desired objectives.
‡ An opportunity to capitalize on opportunities
and craft competitive responses.
‡ A forum for integrating t
e marketing functions
and geograp
ical markets into coordinated
elements of a plan.










e Annual Brand Plan:

‡ ranslates t
e brand¶s long-term equity building
strategy into a set of initiatives for t
e year.
‡ Meets its immediate financial targets. Brand
Vision

YEAR 5
YEAR 4
YEAR ^
YEAR 
YEAR 1
^
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e Annual Brand Plan:

‡ Is a 1 year snaps
ot of t
e five-year LEAP.

e test for eac
initiative is:
Is it a deposit in t
e brand equity bank,
or is it a wit
drawal?

YEAR 5
YEAR 4
YEAR ^
YEAR 
YEAR 1
4
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Balance growing brand equity wit
delivering
Financial targets
financial targets.
Focus on improving t
e performance LEAP
of t
e brand¶s key equity drivers.
Build strong brand equity t
at can
power: growt
-based Annual
Planning initiatives and scaled
back marketing spends.
Address any weakness in
brand equity.
Annual Planning development

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Annual Brand Planning is driven by:
‡
e brand team
Wit
active participation from:
Marketing functions
(e.g. advertising, promotion, packaging, etc.)
Related functions
(e.g. sales, finance, product development, etc.)
Global brand team
Regional HQs marketing teams
Country-level marketing teams
Wit
t
e oversig
t and approval of senior management

M
 


 
urand team leads and marketing functions contribute

Situation Goals, Integrated Annual Integrated

Assessment Initiatives and Marketing Plan Functional
objectives Strategy Plan

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urand team tracks the progress

Annual Integrated racking at

Plan Functional quarterly
Plan meetings