A PROCESS OF ANALYSIS THAT LEADS TO AN IN-DEPTH UNDERSTANDING OF THE BRAND AS A TANGIBLE ENTITY, INCLUDING THE FOLLOWING PROCESS-- A SERIES OF QUESTIONS ARE EXPLORED THROUGH A PROPRIETARY QUALITATIVE METHODOLOGY INVOLVING KEY REPRESENTATIVES OF THE BRAND AND THE ANSWERS ARE THEN ANALYZED WITHIN A LARGER CONTEXT THAT TAKES INTO ACCOUNT BOTH THE COMPETITION AND THE CONSUMER, RESULTING IN A SUMMARY THAT LEADS TO A COMPREHENSIVE BRAND STRATEGY