For a new brand:
What is the company's business goal, i.e. what prompted you to create a new brand (e.g. diversification of revenue sources, different positioning of the new brand towards the parent brand, the need to replace the old brand with a new one, etc.)?
For existing Brands:
What is the business goal of the project, i.e. what prompted you to rebrand the brand (such as: changing the positioning of the brand [e.g. raising prestige], bad associations with the old brand, changing the assortment or range of the company's activities, refreshing and ordering visual identification, etc.)?