{"id":56,"date":"2020-07-17T17:28:07","date_gmt":"2020-07-17T17:28:07","guid":{"rendered":"http:\/\/3.10.166.108\/?page_id=56"},"modified":"2020-10-26T10:42:44","modified_gmt":"2020-10-26T10:42:44","slug":"brand-strategy","status":"publish","type":"page","link":"https:\/\/brandfinance.com\/consulting\/brand-strategy","title":{"rendered":"Brand Strategy"},"content":{"rendered":"<section id=\"section-1-624\" class=\" ct-section page-title-section\" style=\"background-image:url(https:\/\/brandfinance.com\/wp-content\/uploads\/2020\/10\/Brand-Strategy-1800x1200.jpg);background-size: cover;\" ><div class=\"ct-section-inner-wrap\"><div id=\"div_block-6-624\" class=\"ct-div-block page-title-block\" ><h1 id=\"code_block-11-624\" class=\"ct-code-block\" >Brand Strategy<\/h1><div id=\"text_block-7-624\" class=\"ct-text-block page-subtitle\" ><span id=\"span-9-624\" class=\"ct-span\" ><\/span><\/div><\/div><\/div><\/section><section id=\"section-106-56\" class=\" ct-section\" ><div class=\"ct-section-inner-wrap\"><div id=\"new_columns-107-56\" class=\"ct-new-columns\" ><div id=\"div_block-108-56\" class=\"ct-div-block\" ><div id=\"text_block-109-56\" class=\"ct-text-block page-intro\" >Once you understand the value of your brand, you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.<\/div><\/div><div id=\"div_block-110-56\" class=\"ct-div-block\" ><div id=\"_rich_text-111-56\" class=\"oxy-rich-text page-intro-questions\" ><ul>\r\n<li id=\"text_block-71-56\" class=\"ct-text-block intro-question\">Which brand positioning do customers value most? <\/li>\r\n<li id=\"text_block-72-56\" class=\"ct-text-block intro-question\">What are our best brand extension opportunities in other categories and markets?<\/li>\r\n<li id=\"text_block-73-56\" class=\"ct-text-block intro-question\">Am I licensing my brand effectively? <\/li>\r\n<li id=\"text_block-74-56\" class=\"ct-text-block intro-question\">Have I fully optimised my brand portfolio? Am I carrying dead weight? <\/li>\r\n<li id=\"text_block-75-56\" class=\"ct-text-block intro-question\">Should I transfer my brand immediately? <\/li>\r\n<li id=\"text_block-93-56\" class=\"ct-text-block intro-question\">Is a Masterbrand strategy the right choice for my business?<\/li>\r\n<\/ul><\/div><\/div><\/div><\/div><\/section><section id=\"section-71-54\" class=\" ct-section\" ><div class=\"ct-section-inner-wrap\"><h3 id=\"headline-92-54\" class=\"ct-headline\">Consulting Services<\/h3><nav id=\"_nav_menu-72-54\" class=\"oxy-nav-menu horizontal-menu oxy-nav-menu-dropdown-arrow\" ><div class='oxy-menu-toggle'><div class='oxy-nav-menu-hamburger-wrap'><div class='oxy-nav-menu-hamburger'><div class='oxy-nav-menu-hamburger-line'><\/div><div class='oxy-nav-menu-hamburger-line'><\/div><div class='oxy-nav-menu-hamburger-line'><\/div><\/div><\/div><\/div><div class=\"menu-consulting-pages-container\"><ul id=\"menu-consulting-pages\" class=\"oxy-nav-menu-list\"><li id=\"menu-item-689\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-689\"><a href=\"https:\/\/brandfinance.com\/consulting\">Overview<\/a><\/li>\n<li id=\"menu-item-688\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-688\"><a href=\"https:\/\/brandfinance.com\/consulting\/brand-research\">Brand Research<\/a><\/li>\n<li id=\"menu-item-687\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-687\"><a href=\"https:\/\/brandfinance.com\/consulting\/brand-valuation\">Brand Valuation<\/a><\/li>\n<li id=\"menu-item-686\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-686\"><a href=\"https:\/\/brandfinance.com\/consulting\/brand-strategy\">Brand Strategy<\/a><\/li>\n<li id=\"menu-item-27661\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-27661\"><a href=\"https:\/\/brandfinance.com\/consulting\/sponsorship\">Sponsorship Services<\/a><\/li>\n<li id=\"menu-item-30647\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-30647\"><a href=\"https:\/\/brandfinance.com\/consulting\/sustainability-services\">Sustainability Services<\/a><\/li>\n<\/ul><\/div><\/nav><\/div><\/section><section id=\"section-7-56\" class=\" ct-section\" ><div class=\"ct-section-inner-wrap\"><h2 id=\"headline-8-56\" class=\"ct-headline \">How we can help<\/h2><div id=\"code_block-164-52\" class=\"ct-code-block\" >\n<div class=\"service-posts oxy-posts\">\n  \n  \n  <div class=\"oxy-post\">\n    <a href='\/contact-us?enquiry=Brand%20Positioning' class=\"oxy-post-main-link shadow-box-link\">\n      <div class=\"oxy-post-box\">\n\n        <div class='service-icon'>\n                  <\/div>\n\n        <h5>Brand Positioning<\/h5>\n        <div class='oxy-post-content'>\n          Leverage brand attributes to stay differentiated and relevant to your customers and stakeholders          <!-- <span class='read-more'> read more<\/span> -->\n        <\/div>\n      <\/div>\n    <\/a>\n  <\/div>\n  \n  \n  <div class=\"oxy-post\">\n    <a href='\/contact-us?enquiry=Brand%20Architecture' class=\"oxy-post-main-link shadow-box-link\">\n      <div class=\"oxy-post-box\">\n\n        <div class='service-icon'>\n                  <\/div>\n\n        <h5>Brand Architecture<\/h5>\n        <div class='oxy-post-content'>\n          Decide how many brands should be in use as well as where and how should they be used          <!-- <span class='read-more'> read more<\/span> -->\n        <\/div>\n      <\/div>\n    <\/a>\n  <\/div>\n  \n  \n  <div class=\"oxy-post\">\n    <a href='\/contact-us?enquiry=Franchising%20%26%20Licensing' class=\"oxy-post-main-link shadow-box-link\">\n      <div class=\"oxy-post-box\">\n\n        <div class='service-icon'>\n                  <\/div>\n\n        <h5>Franchising &#038; Licensing<\/h5>\n        <div class='oxy-post-content'>\n          Identify new opportunities to unlock brand value by leveraging your brand          <!-- <span class='read-more'> read more<\/span> -->\n        <\/div>\n      <\/div>\n    <\/a>\n  <\/div>\n  \n  \n  <div class=\"oxy-post\">\n    <a href='\/contact-us?enquiry=Brand%20Transition' class=\"oxy-post-main-link shadow-box-link\">\n      <div class=\"oxy-post-box\">\n\n        <div class='service-icon'>\n                  <\/div>\n\n        <h5>Brand Transition<\/h5>\n        <div class='oxy-post-content'>\n          Run business model scenarios to minimise disruption and customer churn during a brand transition          <!-- <span class='read-more'> read more<\/span> -->\n        <\/div>\n      <\/div>\n    <\/a>\n  <\/div>\n  \n  \n  <div class=\"oxy-post\">\n    <a href='\/contact-us?enquiry=Marketing%20Mix%20Modelling' class=\"oxy-post-main-link shadow-box-link\">\n      <div class=\"oxy-post-box\">\n\n        <div class='service-icon'>\n                  <\/div>\n\n        <h5>Marketing Mix Modelling<\/h5>\n        <div class='oxy-post-content'>\n          Plan and study where marketing budgets should be spent to maximise results          <!-- <span class='read-more'> read more<\/span> -->\n        <\/div>\n      <\/div>\n    <\/a>\n  <\/div>\n  \n  \n  <div class=\"oxy-post\">\n    <a href='\/contact-us?enquiry=Sponsorship' class=\"oxy-post-main-link shadow-box-link\">\n      <div class=\"oxy-post-box\">\n\n        <div class='service-icon'>\n                  <\/div>\n\n        <h5>Sponsorship<\/h5>\n        <div class='oxy-post-content'>\n          Examine how to maximise your returns in sporting or charitable partnerships           <!-- <span class='read-more'> read more<\/span> -->\n        <\/div>\n      <\/div>\n    <\/a>\n  <\/div>\n  \n    \n<\/div>\n\n<\/div><a id=\"link_button-103-56\" class=\"ct-link-button primary-button\" href=\"\/contact-us?enquiry=Brand%20Strategy\" target=\"_self\"  >Find Out More<\/a><\/div><\/section><section id=\"section-48-56\" class=\" ct-section\" ><div class=\"ct-section-inner-wrap\"><h2 id=\"headline-49-56\" class=\"ct-headline\">Defining the Value of Strategic Branding Decisions<br><\/h2><div id=\"new_columns-51-56\" class=\"ct-new-columns\" ><div id=\"div_block-52-56\" class=\"ct-div-block\" ><div id=\"_rich_text-54-56\" class=\"oxy-rich-text\" ><p>Whether launching a new product or service, merging existing brands in your portfolio, entering new markets, seeking clearer direction on brand budgeting, or targeting new customer groups, brands are one the most crucial tools to increase brand and business value.<\/p>\r\n<p>We help companies connect their brands to the bottom line, building robust business cases for brand decisions, strategies and investments. In so doing, we help finance people to evaluate marketing programs and marketing people to present their case in the Board Room.<\/p><\/div><\/div><div id=\"div_block-53-56\" class=\"ct-div-block\" ><img decoding=\"async\"  id=\"image-94-56\" alt=\"\" src=\"https:\/\/static.brandfinance.com\/wp-content\/uploads\/2020\/08\/analysis-chart-magnifier.svg\" class=\"ct-image style-svg\"\/><\/div><\/div><\/div><\/section><div id=\"code_block-104-56\" class=\"ct-code-block\" ><\/div><div id=\"code_block-142-792\" class=\"ct-code-block \" >\n\n  <section class='ct-section bf-posts-section'>\n    <div class='ct-section-inner-wrap'>\n      \n      \n              <header class='posts-header'>\n          <h2 class='posts-section-title'>More On Brand Strategy From Our Experts<\/h2>\n          \n        <\/header>\n            \n\n\n      <div class=\"bf-posts-x4 posts\">\n\n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/network-insights-the-need-for-strong-nation-brands\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2021\/10\/shutterstock_1857484450-450x300.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>Network Insights: The need for strong Nation Brands<\/h5>\n\n          <\/a>\n        <\/div>\n        \n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/brand-transition-planning-and-execution\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2020\/12\/Brand-Transition-Planning-and-Execution-450x253.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>Brand Transition: Planning and Execution<\/h5>\n\n          <\/a>\n        <\/div>\n        \n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/growth-drivers-for-the-beverage-industry\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2021\/06\/shutterstock_1377409880-450x300.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>Growth Drivers for the Beverage Industry<\/h5>\n\n          <\/a>\n        <\/div>\n        \n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/how-brand-purpose-can-impact-on-your-bottom-line\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2021\/06\/shutterstock_409365826-450x300.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>How Brand Purpose Can Impact On Your Bottom Line<\/h5>\n\n          <\/a>\n        <\/div>\n        \n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/corporate-bottle\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2021\/06\/shutterstock_1582238326-450x236.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>Corporate Bottle: Acting like a Small Company<\/h5>\n\n          <\/a>\n        <\/div>\n        \n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/a-business-case-for-social-justice\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2021\/01\/shutterstock_1706704669-450x307.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>A Business Case for Social Justice<\/h5>\n\n          <\/a>\n        <\/div>\n        \n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/managing-your-brand-in-times-of-crisis\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2020\/12\/shutterstock_1689094279-450x295.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>Managing Your Brand in Times of Crisis: Lessons From the Past<\/h5>\n\n          <\/a>\n        <\/div>\n        \n        \n        <div class=\"post\">\n          <a class=\"post-main-link\" href=\"https:\/\/brandfinance.com\/insights\/brand-architecture-case-studies\">\n\n            <div class=\"post-image-fixed-ratio\" style=\"background-image: url(https:\/\/brandfinance.com\/wp-content\/uploads\/2020\/12\/brand-architecture-450x375.jpg), repeating-linear-gradient( 45deg, #eee, #eee 10px, #ddd 10px, #ddd 20px);;\">\n            <\/div>\n\n            <h5>Brand Architecture Case Studies: Telstra, Virgin, and Vodafone<\/h5>\n\n          <\/a>\n        <\/div>\n        \n                <div class=\"post\"><\/div><div class=\"post\"><\/div><div class=\"post\"><\/div>\n\n      <\/div>\n    \n      \n      \n\n    <\/div>\n  <\/section>\n\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Brand valuations are used for a variety  strategic reasons. 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