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John Spacey, November 17, 2015 updated on September 02, 2022
Brand strategies are a collection of techniques that create a differentiated identity for products, services and organizations. Its core techniques center around reputation and identity. Reputation includes factors such as a brand's character, quality and interactions with customers and communities. Identity includes visual items such as logos and non-visual items such as an idea associated with your products or services. The following are common brand strategies.
The structure of relationships between the brands of an organization.The general idea or abstract meaning behind a brand. Used to provide a consistent direction to your brand strategy.The idea that a brand can have a rich identity such as a set of shared experiences and meanings amongst customers.
Brand EquityBrand equity is the value of a brand. Brands are often considered an intangible asset that have a monetary value that's typically difficult to calculate.Using a single brand name for two or more products and services.Developing a unique identity for a brand to differentiate it in a crowded market place.
Legacy is a strong association between a brand and a type of product. Some brands work hard to build a particular legacy, in other cases a legacy is unwanted. For example, a brand may be associated with a type of product that's obsolete or out of fashion.A short statement about what you represent that's used to inspire customers and motivate your employees. Many brands have found success taking their mission statement seriously as a foundation of their strategy while others view it as a marketing copy.
A brand's position relative to other offerings in the same market. This usually means niche aspects of your brand that are unique.Brand QualityQuality is a relative term that's usually defined as meeting the expectations of your customers. Many highly successful brands primarily think of their brands as a symbol of quality.
Recognition is simply a measure of how many people can identify your brand by its visual symbols such as logo. In many cases, customers feel more comfortable purchasing brands they recognize even if they don't know much about it.The character, ethics and integrity behind your brand. In many cases, companies that are strongly driven by a set of principles are able to make these an important part of their brand identity.
A statement about the future of your brand that creates a sense of excitement or purpose. In many cases, a vision is a far out goal that isn't reachable in practice but nonetheless says something about you as a brand.|
| Type | | | Definition | Plans to build a valuable identity for products, services and organizations. | | Related Concepts | |
Branding
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