In this situation, you should try to convince your CEO that the best option for obtaining objectified data is to order https://www.halo-lab.com/ this is a measurement of an external independent research organization. The point is not even whether you are able to perform these procedures yourself, but that it is fundamentally not enough to look only from within the company to understand the real market position of the brand. It is best to use external consultants to perform a SWOT analysis, an assessment of the brand from within the company, and an assessment of it "through the eyes of the consumer". And it is on the comparison of the desired and the actual that an important incentive for change will arise.

I really need help. The CEO requested a brand analysis, SWOT analysis, and so on. I've never done this before. How is this done? How long does it take? Who can help with this?