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
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