A clearly defined branding strategy is the DNA of the brand: On this basis, the naming process can start successfully. Brand strategies are developed with the introduction of new products or when brand systems are revised. They are always designed for the long-term, usually for 5 to 7 years. The branding strategy thus defines the future development of the brand. The branding strategy is aligned with the brand goals – it forms the orientation framework for marketing. Brand positioning describes the added value of a brand with regard to the brand promise. It expresses what a brand stands for, how it differs from competitor brands and which unique selling points offer customers added value.
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