Brand Strategy

Abstract

Branding is one of the most important functions of marketing managers in the business world. Businesses need to be innovative to maintain their status quo but part of being innovative is bringing to market those products – brands that offer new consumer benefits

Brand strategy, simply put, is the how, what, where, when and to whom marketers plan to communicate and deliver their brand messages. This involves product advertising and distribution channels. An effective brand strategy gives businesses competitive edge in the consumer markets. But what exactly does "branding" mean to marketing managers and business leaders? How does it affect a small business like yours?

This paper will attempt to explain the concept “Brand Strategy”. How strategic branding leads to a strong brand equity, and continuous market share advantage. It will also explain the value added to a company as well as that which the product or service brings to the market place.

Table of Contents

Abstract 1

1.0 Introduction 3

2.0 Literature Review 3

2.1 Branding 3

2.2 Developing Brand Vision 5

2.3 Brand Definition 5

2.4 Brand Positioning 6

2.5 Brand Extensions 7

2.6 Brand Portfolio 7

2.7 Return on Brand Investment 7

3.0 Discussion 8

References 10

1.0 Introduction

We live in a world saturated with different kinds of products and services. As consumers, we tend to get attached to those products and services that leave an indelible mark on our memories or at least, that have captured our interests and values. These items are branded items, trademarks that are meant to distinguish the goods/services of one seller or provider from those of others. According to Kotler and Keller (2009) the American Marketing Association (AMA), defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.”

Consumer perception of brands is...