Andy Milligan - What Is Brand Strategy?. PDF

PDF This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.

This Element is an excerpt from "Don't Mess with the Logo: Tools to Build Brands with Impact," by Andy Milligan and Jon Edge. Available in digital format.

The questions you must ask to build a winning brand strategy-and how to figure out the answers.

A good brand strategy answers the following five questions simply and clearly: 1. What will we stand for? 2. How many sub-brands do we need? 3. What will our brand identity be? 4. How will we deliver this? 5. How will we know we've succeeded?

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