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Bob is directly involved in: • developing brand identities • collaborating with clients and their stakeholders to define the campaign and ensure that all participants promote brand stewardship • positioning… • establishing the brand architecture (brand, sub-brand, etc.) • developing the brand identity framework based on evaluation and analysis of the asset (framework includes the essence and attributes of the property, value propositions, key messages and taglines) • identifying the most practical and effective ways to communicate the brand to the target audience (e.g. printed products, events, online presence, sponsorships, direct marketing) • creating brand-building tools to maximize outreach to internal and external stakeholders • developing standards and guidelines for effective brand management;