Glossary

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Brand Strategy

The brand strategy describes the process of credibly fulfilling the brand positioning on the basis of the brand core. It summarizes where the brand should develop in the long term – meaning over the next ten years – based on these insights, and how it must be positioned to achieve that development.

The brand strategy provides requirements of the structure (Brand architecture) and the processes (brand-strategic principles) of a company. It culminates in measures that are condensed into normative programs – aimed at all touchpoints between brand and customers and between brand and employees.

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