HomeResearch Articles Inside the SiriusDecisions Brand Lifecycle Framework: Discover

Inside the SiriusDecisions Brand Lifecycle Framework: Discover

  • Discovery is the first phase of a brand strategy initiative as depicted by the SiriusDecisions Brand Lifecycle Framework
  • During discovery, the brand team leads an intensive effort to understand the awareness, perception and preference components of brand health
  • Discovery includes qualitative and quantitative research across internal and external audiences
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