Why not to start by reading previous research in branding. What was done in the field, what gaps remain. Choose the area of interest (b2b, b2c branding, place branding, sustainable branding etc.) and search for the previous research.

Until the mid-1990s, brand management—based on the 4Ps of product (or service), place, price, and promotion—aimed to engineer additional value from single brands. The idea of organizational branding has since developed, with implications for behavior and behavioral change, and is making inroads into the public sector too. The article hyperlinked below may suggest areas for further research.

Article New-Age Branding and the Public Sector

impact of brand image on brand performance

Branding in metaverse.