A firm's branding strategy is characterized by its breadth, referring to the number of products bearing the same brand name, and depth, referring to the number of brands in a product category. The choice of branding strategy depends on factors like corporate objectives, capabilities, consumer behavior, and competitive approaches. When developing a marketing strategy, the marketing manager should create a team, review the current situation, set objectives, plan actions, implement the strategy, and review the strategy. Branding strategies provide a foothold for successful competition by supporting strong brand identity, positioning, and key strategy decisions through quantitative research. Brand is an effective growth strategy because it is directed at customers and employees who continue to choose the brand.