Brand strategy: an articulation of the ideas upon which a brand is built and/or the plan for systematically expressing those ideas through identity and brand experience(s)
Other definitions from around the web
“A plan for the systematic development of a brand in alignment with a business strategy.” –The Dictionary of Brand by Marty Neumeier
“The ‘big picture’ plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive advantages from branding.” – Martin Roll
“A formal plan used by a business to create a particular image of itself in the minds of current and potential customers.” – Study.com
“The plan of execution conducted for a brand in order to increase the brand’s market share and optimize brand functioning.” – Stealing Share
“The long-term strategy that guides a business in the development of a brand and its implementation in every aspect of marketing and operations. It serves as a guidepost for internal stakeholders and partners and clarifies a company’s value to its customers.” – OVO
“Long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand.” – BusinessDictionary.com
This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.
Thank you for presenting diverse perspectives on brand strategy. We believe that brand strategy is both a tactical strategy applied to develop awareness, as well as the refinement of identity and business philosophy and the subsequent culture that can be inculcated from purposeful processes. To us, the branding continuum is an ever-developing dialectic between strategy, identity, and communication.
If you’re interested, you can find a bit more about how we think about, build and manage brands on our website or by giving us a call. BS LLC, https://www.bsllc.biz
Thanks for sharing another perspective, Sebastien!