What is brand strategy?

Three keys to the successful brand building.

What is a brand?

A brand is sum total of associations, feelings, attitudes and perceptions related to the company, product or services. It is a relationship with a customer and promises to deliver a specific set of features, benefits and services.

Why invest in a brand building?

A brand is one of the few things a company can own forever. Without patents, technological insulation or barriers to entry, a company’s brand is one of the few assets it can rely on to extract value and enhance margin over time.

The strongest, most enduring brand result from the disciplined alignment of brand strategies and plans with customer requirements.

Developing an effective brand strategy involves three key brand strategy components.

  1. Brand Positioning
  2. Brand Architecture
  3. Brand Extension

Key Components

Brand Positioning

Brand architecture

Brand Extension




What is it?

A brand positioning is a conceptual Place you want to own the target’s mind –the benefits you want them to think of when they think of your brand

Brand Architecture is the logical, strategic and relational structure for all brands in the portfolio.

Brand extension involves stretching the brand into attractive categories by creating “equity bridges” for customer to cross

How it is used?

Positioning is used as an internal statement of strategy to guide external implementation

Brand architecture is used to ensure clarity, synergy and leverage across the portfolio.

Brand extension is used to stretch the brand into new categories to drive new business growth.



Brand Positioning Examples

bmw logo

Lexus logo






 “Smart Choice”

Brand Positioning Statement

To (target audience), (Product X) is the only (Frame of reference) that (benefits delivered) because (Reasons to believe )

Four Strategic choices underlie positioning development.

Definition of Target
Who is the brand being built for?

What is the competitive context?
Benefits Delivered
What benefits should the brand stand for?
Proof Points
What are the reasons to believe the positioning?








Customer related to brands at several levels

  • Masterbrand -> Product brand ->Product description.

This allows an organization to create a brand portfolio that appeals to district segments of the new state.

  • Acura vs. Honda vs. Honda Accord
  • Apple vs. Mac vs. iPod vs. iPod5

The master brand often carries emotional benefits, with product brand conveying rational benefits and target-specific relevance.


Key objectives includes improved clarity, synergy and brand leverage


Product brands require investment and management and represent value greater than the functionally of the offering alone


Product Names are a simple description that serves to identify the tangible value the customer receives.


Brand Extension

Brand extension is a process that allows companies to define new and attractive business opportunities for existing brands, with two basic approaches.

  • Deductive

Customer follow trademark to logical places

  • Inductive

Marketers determine attractive categories and create equity bridges for customers.

A brand can be highly elastic – the key is not to violate the inherent benefit essence of the brand.

Advantages of brand extension (vs. new brand creations)

  • Further, strengthen and build the brand franchise
  • Enhance the chance of new business success.
  • Reduce the cost of new business development.

Brand Development Process balances internal assessment, focused ideation, concept development and execution in delivering on customer requirements.


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