Brand Strategy
Definition
Long-term planning for brand building and management.
Historical Background
2000s: brand strategy concepts drove brand development.
Example
Positioning, image, communication. Like a brand blueprint.
Formula
Brand Value = Awareness x Reputation x Loyalty
Core Concepts
Brand development guide: systematic planning for maximum brand value.
Extended Applications
Positioning: target market, value proposition; architecture: main/sub-brands; communication: integrated; extension: category, regional; evaluation: value, health assessment.