•       When it was first created ?

•       How has is developed ?

•       What is the brand meaning? – has this developed/changed through its lifecycle?

•       Are there any interesting facts about the chosen logo ?

•       Compare it to those in the same market – how does it differentiate itself  ?

•       What is the brand portfolio? How has it extended itself from its main market? What else does it produce – clothes, music, shoes  ?

•       How does the brand market itself? – use adverts to support here  ?

•       Does the brand sponsor anyone/anything and if so what dose this say about the brand ?

•       Is it a global product? -  Is the meaning the same globally or has it had to change its name ?