Which of the following is NOT a step in the category management process?

Developing brand identities is not typically recognized as a formal step within the category management process. The category management approach focuses on managing product categories as strategic business units, which involves a series of steps aimed at maximizing productivity and profitability from those categories.

The primary steps in the category management process usually include defining the category, which involves establishing clear boundaries and understanding the role of each category; analyzing the market to gather insights on consumer behavior, trends, and competitive positioning; and then implementing strategies based on the data gathered to enhance performance. Each of these steps is critical in enabling retailers and suppliers to work collaboratively, align their goals, and optimize the category's performance in the marketplace.

While brand identity may be important for marketing and brand development, it is not a specific step in the structured category management process itself. It may play a role in the tactics within a category strategy, but it does not constitute a standalone step similar to the others listed.