The next stage is set for us to delve deeper into the brand and uncover its brand image in the minds of consumers. The key objective being to find out the role in which our brand plays in their lives. First and foremost, we will enter the daily lives of our brand users through observations and diary keeping. This allows us to observe them in the most natural setting and environment. Next would be a series of qualitative and quantitative research to understand how our brand is perceived by its current customers and prospects, thereby determining its brand image.