This document discusses different branding strategies and factors that influence a firm's branding choices. It notes that branding strategy considers the breadth and depth of a brand across product categories. Key factors that determine branding strategy include corporate objectives, capabilities, consumer behavior, and competitors' approaches. The document then outlines the steps in developing a marketing strategy, including creating a team, reviewing the current situation, setting objectives, planning actions, implementing the strategy, and reviewing the strategy. Finally, it argues that brand is an effective growth strategy because it appeals to both customers and employees.