You are Shiseido's Global Brand and Communication Manager. Your Chief Brand Innovation Officer (CBIO) has always prescribed to the STP Process. The CBIO would like to review Shiseido's approach to the STP Process and has asked for your advice.

Q3A) critically review Shiseido's approach to the STP Process. Ensure your discussion includes limitations of, and alternatives to, the STP Process.

Q3B) explain the managerial relevance of brand image data and how Shiseido could practically utilise this type of data to inform brand positioning strategies.

reference - https://martinroll.com/resources/articles/asia/shiseido-the-asian-cosmetic-brand