Learn in the textbookBrand Strategy and Channel Push/Pull Strategies
DefinitionA brand strategy (ブランド戦略) uses product names, logos, a reputation for quality and similar cues so customers can tell a company's products from its rivals', and it deliberately builds the brand value (ブランド価値) that makes them choose those products again and again.
ExplanationBrand value is an invisible asset made of the trust and goodwill customers call to mind when they see a name or mark. Once a brand is established, people tend to pick it by name even when similar products sit side by side, so the company can compete without leaning only on price cuts.
AnalogyIn a town you are visiting for the first time, you tend to walk into the shop with a sign you recognize rather than an unknown one, because that sign carries the trust it has built up over time.
Memory hookThe English word brand also means the mark burned onto livestock, and that idea of a mark identifying the owner carries straight into what a brand does today.