Brand Strategy

A Brand Strategy is a marketing strategy that defines how a brand creates distinctive value and builds brand equity through strategic brand management decisions and brand positioning.

• AKA: Branding Strategy, Strategic Brand Plan, Brand Strategic Framework.
• Context:
  • It can (typically) establish Brand Identity through brand strategy visual elements.
  • It can (typically) define Brand Positioning through brand strategy differentiation.
  • It can (typically) communicate Brand Promises through brand strategy value propositions.
  • It can (typically) create Brand Architecture through brand strategy portfolio structure.
  • It can (typically) build Brand Equity through brand strategy asset development.
  • ...
  • It can (often) develop Brand Personality through brand strategy characteristics.
  • It can (often) craft Brand Messages through brand strategy communication.
  • It can (often) design Brand Experiences through brand strategy touchpoints.
  • It can (often) protect Brand Assets through brand strategy trademark management.
  • ...
  • It can range from being a Corporate Brand Strategy to being a Product Brand Strategy, depending on its brand strategy scope.
  • It can range from being a Monolithic Brand Strategy to being a House of Brands Strategy, depending on its brand strategy architecture.
  • It can range from being a Conservative Brand Strategy to being an Innovative Brand Strategy, depending on its brand strategy risk profile.
  • ...
  • It can integrate with Marketing Strategy for brand strategy market alignment.
  • It can connect to Business Strategy for brand strategy organizational fit.
  • It can interface with Customer Strategy for brand strategy audience resonance.
  • It can synchronize with Innovation Strategy for brand strategy evolution.
  • ...
• Example(s):
  • Corporate Brand Strategys, such as:
    • Umbrella Brand Strategys, such as:
      • Virgin Brand Strategy spanning multiple industries.
      • Samsung Brand Strategy covering brand strategy diverse products.
    • Endorsed Brand Strategys, such as:
      • Marriott Brand Strategy endorsing brand strategy hotel brands.
      • Nestlé Brand Strategy backing brand strategy food brands.
  • Product Brand Strategys, such as:
    • Individual Brand Strategys, such as:
      • P&G Brand Strategy creating brand strategy distinct brands.
      • Unilever Brand Strategy managing separate identities.
    • Sub-Brand Strategys, such as:
      • Toyota Lexus Brand Strategy targeting brand strategy luxury segments.
      • Gap Brand Strategy differentiating brand strategy price tiers.
  • Digital-First Brand Strategys, such as:
    • D2C Brand Strategys for brand strategy direct relationships.
    • Social Media Brand Strategys for brand strategy community engagement.
    • Brand Naming Strategys for brand strategy verbal identity.
  • ...
• Counter-Example(s):
  • Brand Guideline, which documents brand standards rather than sets strategic direction.
  • Brand Campaign, which executes tactical initiatives rather than defines long-term strategy.
  • Brand Asset, which represents brand elements rather than guides strategic decisions.
• See: Marketing Strategy, Business Strategy, Brand Development Discipline, Brand Management, Competitive Strategy.

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