in naming and marketing a product, the four options available to the marketer; see line extension, brand extension, multibranding, and new-brand strategy.
Structured to support the overall business strategy of a company, it consists of the brand positioning, brand values and brand architecture.
A way of defining a competitive advantage
a long-term plan, with bigger and broader objectives
The 'big picture' plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive advantages from branding.
The plan for the use of the brand as part of a strategic or marketing plan of a firm.
The plan to build a brand that delivers against a clear set of business objectives which can be evaluated by clearly defined results and metrics.
Long-term plan for the brand including a determination of key audiences and an understanding of what those audiences need to know about the brand and experience.
The plan of execution conducted for a brand in order to increase the brand’s market share and optimize brand functioning.
A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences.
