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What Is Brand Strategy
Danny Austin
Your brand strategy is how, what, where, when and
to whom you plan on communicating and delivering
on your brand messages. Where you advertise is
part of your brand strategy. Your distribution
channels are also part of your brand strategy.
And what you communicate visually and verbally
are part of your brand strategy, too.
Consistent, strategic branding leads to a strong
brand equity, which means the added value brought
to your company's products or services that
allows you to charge more for your brand than
what identical, unbranded products command. The
most obvious example of this is Coke vs. a
generic soda. Because Coca-Cola has built
powerful brand equity, it can charge more for its
product--and customers will pay that higher price.
The added value intrinsic to brand equity
frequently comes in the form of perceived quality
or emotional attachment. For example, Nike
associates its products with star athletes;
hoping customers will transfer their emotional
attachment from the athlete to the product. For
Nike, it's not just the shoe's features that sell
the shoe.
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