Strategic Brand Concepts

Ready to build a brand that stands apart?

If you want your brand to be more than just visible – if you want it to be unforgettable – then understanding positioning, identity, and equity is non-negotiable. This section unpacks the strategic tools that define how your brand is perceived, what makes it uniquely valuable, and how to build lasting emotional and financial impact.

8. Brand Positioning
Brand positioning defines how a brand is perceived in the minds of target customers relative to competing alternatives. As Ries and Trout originally articulated, positioning is about occupying “a position in the prospect’s mind, taking into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well.” Effective positioning requires understanding the competitive frame of reference (what category you compete in), points of parity (minimum requirements to be considered), and points of difference (unique benefits you deliver). The positioning should be focused (owning one key benefit), relevant (addressing important customer needs), credible (believable given brand capabilities), and durable (sustainable over time). Modern positioning also considers cultural relevance and purpose-driven differentiation beyond functional benefits. Source: Ries, A. & Trout, J. (1981). Positioning: The Battle for Your Mind. McGraw-Hill.

9. Unique Selling Proposition (USP)
The Unique Selling Proposition, pioneered by Rosser Reeves, is a specific, compelling claim that distinguishes a brand from all competitors – the one thing that makes it uniquely valuable to customers. A true USP must pass three tests: it must make a specific proposition to consumers (“buy this product and you will get this specific benefit”), the proposition must be unique (competitors either cannot or do not offer it), and it must be strong enough to motivate purchase behaviour. In today’s complex marketplace, USPs have evolved beyond single product features to encompass unique combinations of benefits, superior customer experiences, innovative business models, or distinctive brand purposes that competitors cannot easily replicate. Source: Reeves, R. (1961). Reality in Advertising. Alfred A. Knopf.

10. Brand Equity
Brand equity represents “a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service.” David Aaker’s model identifies four key dimensions: brand loyalty (reducing marketing costs and providing trade leverage), brand awareness (affecting perceptions and serving as an anchor for associations), perceived quality (driving financial performance and brand extensions), and brand associations (helping process information and differentiate the brand). From a financial perspective, brand equity manifests as the ability to charge premium prices, achieve higher market share, extend into new categories, and weather competitive attacks. Building brand equity requires long-term investment in consistent brand-building activities that enhance these four dimensions. Source: Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press.

11. Brand Identity
Brand identity constitutes “a unique set of brand associations that the brand strategist aspires to create or maintain”—essentially, how a company wants its brand to be perceived. Unlike brand image (how the brand is actually perceived), brand identity is aspirational and strategic, encompassing the brand’s vision, culture, positioning, personality, and relationships. Aaker’s brand identity system includes four perspectives: brand-as-product (product scope, attributes, quality, uses), brand-as- organisation (organisational attributes, local vs. global), brand-as-person (personality, relationships), and brand-as-symbol (visual imagery, metaphors, heritage). Strong brand identity provides direction and purpose for brand-building efforts, helps resist competitive pressures, and creates a foundation for meaningful differentiation. Source: Aaker, D.A. (1996). Building Strong Brands. The Free Press.

12. Brand Identity Prism (Kapferer Model)
Jean-Noël Kapferer’s Brand Identity Prism provides a comprehensive framework for understanding brand identity through six interrelated facets. Physique encompasses physical qualities and flagship products; Personality captures the brand’s character and communication style; Culture represents the values and principles driving the brand; Relationship defines the mode of conduct between brand and customer; Reflection describes the typical user or aspirational customer image; and Self-Image captures how customers feel about themselves when using the brand. These facets work together to create a holistic brand identity, with successful brands maintaining consistency and coherence across all six dimensions whilst adapting expressions for different contexts and markets. Source: Kapferer, J.N. (2012). The New Strategic Brand Management (5th ed.). Kogan Page.

So what Brand Management Concepts should you consider