Brand

Strategy
Ines Brecak BE2b
 01 02
Brand
Positioning
Development

03 04

Name + Slogan Market Entry

 A brand strategy is a plan
that achieves goals that help
to identify and favour a
brand to customers.
 01

Brand
Development
 Brand development

Overall strategy Research Name &

Consider overall Develop name,
business strategy
Research the target Slogan
logo and slogan
client group

Target clients Brand positioning Marketing

Identify the Develop brand Develop
target clients strategy marketing
content
 02

Positioning
What is brand positioning?
• giving a brand its own
personality
• brand positioning statement
• clear, concise, authentic
Why is it important?
• Sets the brand appart from all
the others
• Defines personality, benefits and
values
• Creates a strong emotional
connection with the audience
Brand positioning strategies

Quality-based Price-based

Customer service Social media

 03

Name
& Slogan
 Name Slogan
Meaningful
Communicates brand essence Memorable
Conjures an image
Positive emotional connection Relevant
to the target audience
Distinctive
unique, memorable, stands out Related to the
industry
Accessible
Easy to say/google
 04

Market Entry
Market Entry

● Clear goals Strategies:

● Research the market Exporting

● Choose mode of entry Licensing

● Consider finance and Joint ventures

insurance needs
Outsourcing
Thank you for
listening
 Resources
https://www.bynder.com/en/glossary/branding-strategy/#:~:text=A%20brand%20strategy%20(a.k.a.
%20brand,of%20your%20brand%20by%20consumers.
https://www.adobe.com/express/learn/blog/brandpositioning#:~:text=Brand%20positioning%20is%
20a%20marketing,people%20you%20want%20to%20attract
.
https://www.bdc.ca/en/articles-tools/marketing-sales-export/export/winning-market-entry-strategy
https://hingemarketing.com/blog/story/a_10_step_brand_development_strategy_for_your_professio
nal_services_firm