Developing a successful brand strategy depends on gaining as many insights into the competition as possible. This is not only vital at the early stages of the design process, but can also be used as a tool to measure the success of the final design. Key questions used to guide this research process are: • Who is the competition? • Who is their target consumer/audience? • What market do they serve – luxury, economy or niche? • What is their price point? What is their market share? How popular are they? • What does their brand stand for? What is their key message? • What is their USP? • What are
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