Brand Strategy

What is Brand Strategy?

Brand strategy is much more than visual identity. While a beautiful logo, catchy color scheme, and clever tagline are all elements of a brand strategy, they are merely supporting elements.

Behind Nike's "Swoosh" and Apple's "Apple" are all the elements of a brand strategy, the activities the companies engaged in to give target buyers a reason to buy their product or service and not a competitor's. While the visual identity may elicit a response, it does not cause the response—the elements of brand strategy do.

Selected Brand Strategy Questions and Their Payoff

Who are the most profitable targets for the company to pursue?
28%
Using what positioning with what connection to the company?
20%
What is the financially optimal product and service strategy?
18%
What is the best way to price our most profitable products and services?
14%
What are the most powerful advertising strategy and executions?
10%
In what retail channels with what merchandise?
5%
What promotional strategy and tactics should be employed?
3%
What visual identity works best?
3%

Elements of Brand Strategy

To build a powerful brand, companies need to have all the elements of brand strategy in place. There are many elements of brand strategy.

  • Brand strategy includes targeting
  • Positioning is an element of brand strategy
  • Product or service configuration and pricing
  • Marketing communications (e.g., advertising and direct marketing)
  • Media allocation, an important part of brand strategy
  • Customer service is included in brand strategy

Our Brand Strategy Consulting Services

Copernicus offers brand strategy consulting services, including targeting, positioning, product/service, pricing, advertising, media, customer service, and sales and channel strategy development, to provide companies with a totally reinvented marketing program and a road map to increased sales and profits.

We take a scientific approach to developing a brand strategy, employing cutting-edge marketing research tools and mathematical modeling to develop programs that close the gap between current and potential performance. Click here to assess your brand's profitability potential.



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