A plan to map out the systemic development of a brand to ensure it performs to meet agreed objectives. The plan should be rooted in the brand’s vision and driven by the principles of differentiation and sustained appeal. Brand strategy should influence the total operation of a business unit/team to ensure consistent brand behaviours and experiences.

See also:
Brand
Brand extension
Brand image
Brand management
Brand mapping
Brand reinforcement
Brand revitalisation
Brand value
Branding ladder
Brand personality