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Brand Strategy

Part 1. Marketing Strategy

  1. Colin Jevons

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01004

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Jevons, C. 2010. Brand Strategy. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Monash University, Melbourne, Victoria, Australia

Publication History

  1. Published Online: 15 DEC 2010


Brands have been around for hundreds of years, but sophisticated brand strategies (beyond mere identification) are a more recent phenomenon. Business, communication, and society generally are changing and any understanding of brand strategy must be highly contextualized. Managers must understand the drivers of brand positioning both within their businesses and from the customer point of view, which is increasingly important as consumer cocreation of brand meaning develops. Particular short and medium term challenges for strategic brand managers are outlined.


  • brand definition;
  • brand history;
  • brand strategy;
  • brand origins;
  • brand cocreation;
  • brand positioning;
  • brand meaning