Creating a Brand Strategy

What is a Brand?

Differentiate the brand, company, and product. Same name, but very different.

What is Brand Identity?

What is Brand Personality?

How is the brand personality currently perceived within each of the target audience groups?

What personality traits are required for brand acceptance?

What traits need to be added or emphasized more?

What traits need to be scaled back or eliminated?

What personality traits can be used for brand differentiation?

How will the execution strategy differ between the different target audiences?

Brand Marketing - subject overview and additional links

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Last modified: June 18, 2007