Mihaela Angheluta
Brand Strategy & Positioning for Growth
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I conducted internal questionnaires to assess how teams perceive the brand’s strengths, challenges, and consumer expectations. This helped identify alignment gaps and uncover internal insights that often shape external performance. In parallel, I analyzed numeric distribution data to understand availability, coverage, and execution across key channels. Combining perception insights with distribution metrics provided a clearer view of how brand strategy translates into real market impact and where the most meaningful growth levers sit.
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A structured approach I use to define the core pillars that guide a brand’s long‑term direction. The framework helps clarify what the brand stands for, how it differentiates, and which strategic levers drive sustainable growth. It aligns positioning, messaging, and execution around a small number of non‑negotiable priorities that shape every decision.
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A strategic lens I use to assess a brand’s internal dynamics and external landscape. This framework helps clarify where the brand has real leverage, where structural vulnerabilities exist, and which market forces create pressure or opportunity. It guides prioritization, positioning choices, and long‑term growth.
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A high‑level framework showing how consumers move from awareness to conversion, and which brand elements influence their choices. It reflects how I structure strategic thinking around audience, storytelling, experience, benefits, and RTBs.
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