The subsequent stage consists in the creation of a brand strategy. All elements related to the product, service, company or person constitute a “brand identity”. The brand strategy defines what the company/product is. This is the promise that it makes and personality that it expresses. A brand strategy is a plan that covers specific long-term goals that may be achieved thanks to the evolution of a successful brand. It includes the combined elements of the company’s character that allow for its identification.

A well-defined and well-implemented brand strategy affects all business aspects and is directly related to the needs of consumers, emotions and the competitive environment.

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