The Brand Program Sequence delivers the blueprint for a complete branding program, and is built upon target Brand Positioning from the Positioning Sequence.

Applications
The Brand Program Sequence has applications in the following areas: Marketing communications, CRM, and product development.

Brand Program Sequence deliverables:

1. Brand Architecture and Nomenclature
• Mapping of existing Brand Architecture
• Recommendations for clarifying and reorganizing Brand Architecture
• Review of Brand Nomenclature
• Recommendations for Brand Nomenclature revisions and reorganization

2. Brand Extension
• Development of Brand Extension Map
• Brand extension methodology
• Co-branding guidelines

3. Brand Program Elements
• Outlining and specifying schematic elements of the branding program - its "kit of parts"

4. Milestones
• Development of a Brand Program time line with key milestones