Definition of brand strategy

Our definition of 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 of brand strategy 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 (no longer online)

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.