Brand Strategy is a long-term plan to develop a brand
A brand strategy is a long-term plan designed to raise a brand's value by differentiating it from its competition and influencing public perception of that brand. —Miles Fryer, howtobuildabrand.org Defining a brand's identity is an essential first step to building a brand, but anchoring that identity in the minds of customers is a more significant…
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For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit; also called a compelling reason to believe). Unlike (primary competitive alternative), our product (statement of primary differentiation).
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Creating a brand is more than just coming up with a catchy name and designing a cool logo. Branding is a long-term effort that requires the execution of a brand strategy. The aim is to position the brand relative to the competition in the minds of potential and existing customers. Positioning is achieved through communication via a set of available marketing channels. Marketing efforts should communicate the value and benefits of a brand to nudge the customer toward a purchase decision.
Brand Strategy aims to anchor the brand’s identity in the mind of its customers
Positioning the brand enables clear differentiation from the competition
Brand positioning is how to establish the brand in the minds of the customers relative to the competition
Basing value propositions on product benefits or emotions is no longer enough, brands need to stand for something
A Positioning Statement needs to identify the customer, the need being addressed and the points of differentiation
Marketing and managing brands are part of executing the brand strategy
Brand communication is a vital tool for positioning the brand
Measuring Branding Performance