This episode unpacks the brand management plan as a focused extension of the marketing plan. Following the G-STIC framework, the plan defines the brand’s goals, target market, and value proposition, as well as tactics for brand design and communication. Listeners learn how to set strategic vs. monetary brand goals, evaluate brand performance, and align branding with broader marketing objectives. The episode emphasizes the importance of documenting brand-specific plans to guide long-term brand growth and resilience.