Probably not what you want to hear, but a framework or guidelines won't cut it if you don't understand the basics of marketing and brand management. Don't take the shortcuts—get a good book, or better take a marketing course. HBR's 'What is Marketing?' is a great intro to the subject [https://www.amazon.com/What-Marketing-Harvard-Business-Revie...] Peter Doyle has a number of excellent books that are very practical e.g. Marketing Management Strategy [https://www.amazon.com/Marketing-Management-Strategy-Peter-D...] or Value Based Marketing.