The branding strategy is responsible for designing a plan to increase the brand equity and customer brand loyalty by enhancing the exposure for the brand in the market. In order to do that, the branding strategy often covers creating the brand’s vision, promise and competitive advantages. The brand’s competitive advantages also called competitive edges are what differentiate it from competitors in the eyes of customers and prospective customers. The branding strategy also identifies the brand’s position in the market according to the targeted market segment/s and how this is communicated both verbally and visually.
