Brand Strategy
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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.
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- 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.
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- 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.
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- 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.
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- Example(s):
- Corporate Brand Strategys, such as:
- Umbrella Brand Strategys, such as:
- Endorsed Brand Strategys, such as:
- 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.
- Individual Brand Strategys, such as:
- Digital-First Brand Strategys, such as:
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- Corporate Brand Strategys, such as:
- 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.