faisal siddiqui Global Expert on Brand Strategy

A brand strategy is not simply an articulation of your objectives, outcomes or what makes you different - e.g. 'the most customer centric car hire business in the world.' Rather, it defines the means by which you will achieve it - e.g. 'we try harder.' That's an AVIS example in case you were guessing. A brand strategy therefore serves as a policy that guides decision making both internally and externally. When done correctly, brand becomes a powerful intangible asset that contributes to business performance and to the bottom line.