This document discusses branding strategies for several brands: (1) Halmola candy focuses on creating a clear brand vision and identifying the brand promise, target audience, and brand character. (2) Dove soap's strategy involves positioning the brand by defining the target market, business, and point of difference to own a unique place in customers' minds. (3) Tang's brand contract lists all promises made to customers, which are externally validated and can change over time. (4) Meswak toothpaste uses integrated marketing communication strategies to achieve its vision and maximize return on brand investments measured by various metrics. (5) Creating customers through a shared context is an inherently strategic act that