Brand planning drives brand growth by turning brand vision into action. The brand vision plan sets out the guidelines and marketing activities for the brand. It highlights the brands MUST DO activities for the brand in the order of priority. Brand plans are achieved through Brand Marketing Plans (BMPs) which are in line with brand vision, aligned to the financial goals, rigorous and creative. The brand marketing plans are required because of increased competition, the consumers are getting more demanding, the communication environment is more fragmented, and the consumers are getting more focused. BMPs turn brand vision plans into reality and build brands. It translates the marketing strategy into actions. It helps in meeting the brands goals within a 2 year period. There must be a 12 month plan and a two year outlook. The brand managers lead and coordinate the brand planning process. He/she has the dual role of representing both the consumer and the company.