Brand Strategy:

It’s really hard to define brand strategy because every brand develops its own
strategy according to place, time, culture and situation. Basically, brand strategy is
long-term plan for the improvement of a developing brand in order to achieve the
specific goals of the brand. A well-structured, organized and implemented brand
strategy affects all aspects of the business and is directly connected to consumer
needs, emotions, and competitive environments. But what does that really mean?
That’s exactly what you’ll learn in Part 1 of my new Introduction to Brand
Strategy series.
As we make a brand strategy, it really helps to start at the beginning, begin by
setting your business goals. Why are our creating a new brand? What do our hope
to achieve by launching the new brand? Use those long-term objectives as a basis
for all of your strategic branding efforts. Having a differentiated brand strategy is
not enough to maintain long-term sustainability. To make a brand stronger than
ever and to maintain sustainable brand values, companies need to build up a well-
defined brand management structure as well.
Phases of Brand Strategy:
There are 3 phases of brand strategy which are listed below.
I. Internal Brand Discovery:
At this phase the brand evaluates its strengths and weaknesses and explore
the category context for development potential. Checks its existing business
and marketing plans and any relevant past research. Discuss with the
manager about their view of the brand, its value proposition, meaning,
identity and positioning goals.
II. Consumer Discovery:
This phase is mostly about knowing the demand and needs of the consumer.
For that small workshops are conducted consist of small groups of carefully
recruited consumers. For large companies For large companies that are
national or international in scope key language, imagery, perceptions and
questions that emerge from the depth workshop can be codified into a large
scale segmentation study to get an accurate read on the size of 4-7 consumer
segments based upon brand attitudes and usage, the product and brand
 benefits sought most, media habits and other drivers of brand awareness,
interest, trial, overall value perceptions and loyalty.
III. Brand Gap Analysis and Brand Initiative Analysis:
In this phase the internal brand team works will all the findings and insights
discovered in Phases (I) and (II) to turn insight into inspiration and
inspiration into actions. The Brand Gap Phase creates the strategic
foundation for making marketing investments that are qualified and
quantified by research and which are targeted in favorably altering
marketplace behaviors in favor of your brand. I’ve discovered from
experience that while every company culture is different there is one general
truth about brand development work that applies universally and it’s that
“people tend to support what they help to create.
Different Branding Theories:
Following are the names of branding theories:
 Theory of 12 brand archetypes.
 The blue ocean tactics.
 Contagious, why things catch on. The book by John Berger.
 Customer characters, target markets by Garrison group.
 Customer and brand pyramids by Garrison group.

The End