This document discusses key aspects of developing an effective brand strategy, including defining a brand vision, positioning, contracts, and communication. It emphasizes establishing a brand vision to guide management's goals over years, positioning the brand in customers' minds through its unique benefits, defining brand contracts as promises to customers, and aligning all communication strategies to the brand positioning and vision.

1. Brand Strategy

2. Brand Strategy Developing Brand Vision Establishing Brand Position Fulfilling Brand Contracts Communicating Brand Position Measuring RoBI

3. A first step to strategic screens as to where the brand can and cannot go. Provides a vision that forces management to articulate what they want to “do” for the organization over the next years, relative to brand value, revenue, and profit contributions.

4. BrandPositioning It is a place in consumers’ mind that you want your brand to own-the benefit you want to think of when they think of your brand.

5. A strong position means the brand has a unique, credible, sustainable, and valued place in customers’ mind. Good positioning gives you the direction required to focus the organization and focus your strategic effort.

6. Brand Contract

7. It is a list of all promises the brand makes to customers. Such a contract executed internally, but it defined and validated externally by the market place.

8. Brand Contracts can and should change over time. New promises can be added and irrelevant promises can be deleted.

9. A Brand Contract is a critical piece of the brand position because it helps to further define marketplace perceptions and expectations and forces managers to be honest with themselves.

10. In addition to positive promises to customers, a Brand Contract can contain negative promises or attributes. It is important to build on the strong brand promises and mitigate the negative ones.

11. Successful Brand-Based Communications Use all communication strategies to help achieve your corporate strategy and brand vision. Let your brand positioning largely determine to right communications strategy to execute.