Brand Strategy

Brand Management

Creative Concept

Market Strategy

Internal Implementation

Brand Strategy

Brand Platform

Basic Research

Click on any step on the figure to the right for a deeper insight into the phase

Companies seeking to gain a unique market position and create a powerful identity need a consistent, forward-looking brand strategy.

The most powerful brands draw on a well-defined brand identity and positioning to create a consistent and relevant experience for customers and other key constituencies.

This phase addresses the company's goals for the brand and clarifies the role, scope, and interrelationship of brands (corporate brands, subordinate brands, product brands, etc.). It's important to get the brand-architecture strategy right, because of its investment implications and potential contribution to bottom-line growth.

Once the groundwork for the strategy has been laid, it is easier to make brand-based decisions about products and services, realise brand-extension strategies, make acquisitions and expand into new business areas.

By clarifying these strategic business issues, the company will be in a much stronger position to create a unique identity that differentiates it from its competitors.

Case(s) illustrating this BrandStairway® step

	Positive energy for life and a 100% increase in awareness Copenhagen’s energy utility company, KE, is only marketed in the larger Copenhagen metropolitan area, so you may not have heard about the campaign that increased awareness from 32% to 64% in just one year. If not, here is your chance.
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	Recommended by leading lovers of life The Danish brand Holmegaard is a national icon. All 3,800,000 Danes know the brand and associate it with such values as tradition, quality, and sublime glassmaking craftsmanship. But high -- and even positive -- brand awareness doesn't necessarily translate into sales success.
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A need for fresh air resulted in cosmopolitan atmosphere
7-Eleven is the largest chain of convenience stores in the world with over 28.000 shops in 23 countries. Having worked with 7-Eleven in Denmark for several years we now partner 7-Eleven in Norway, where the chain is part of Reitangruppen, one of the leading players in Europe in convenience and consumer goods. 7-Eleven counts 94 shops in Norway - and is still growing ...

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