Strategy Toolkit module 3: Analysing the brand

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
  • A brand is more than just a product, a brand's intangible imagery is arguably as important as its more 'mundane' tangible reality.
  • Brands are meant to be there 'for the long haul'; and strong brands can be incredibly valuable.
  • ‘Brand strategy’ is more than just ‘what happens in the ad’ (or on the website, or on the packaging) – it is an upstream process that shapes what happens, and how it happens, across all points of downstream execution.
  • Deep understanding of what a brand is, and what it could be, is therefore a core strategic skill....

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