Brand Strategy

This essay provides an overview of brand strategy and its significance in establishing a strong brand image. It discusses the elements of brand strategy, such as brand value, attributes, positioning, identity, and visual identifiers. The essay also explores how 'Book Bound' utilizes brand strategy to attract customers and enhance their performance. The importance of effective brand strategy in increasing profitability and enhancing brand awareness is highlighted.

Brand Strategy

Table of Contents
Introduction .....................................................................................................................................1
Conclusion.......................................................................................................................................4
References ......................................................................................................................................5

Introduction
Brand strategy is one of the essential tool used by the marketing manger in order to
effectively establish their brand into the market, it allows marketing manager to formulate long
term goals for the in order to successful establish their brand into the market also to enhance
their performance and increase their productivity. A strong brands helps in attracting large
customer base and helps business to gain competitive advantage in the marketplace. Effective
formulation of brand strategy leads to successful evolution of brand. This essay covers brief
description of branding theory and brand strategy including brand value, brand attributes, brand
positioning, brand identity and visual identifiers for a operating new rare books dealer business.
The 'books Bound' will offer first edition of a rare book through out the united kingdom. The
Books Bound will target the readers who can spend to get the exact book they want specially the
first edition of a rare book. This essay includes the brief description of brand, target market and
positioning also the literature review of branding theory and brand strategy including brand
values, attributes, positioning, identity and the visual identifiers of the brand (Bassols and Leicht,
2020)
According to Marion (2015), branding is one of the essential process of marketing which
involves giving a specific name to a company, product or services in order to create a awareness
about them among the potential customers. The main objective of branding is to attract large
number of customers and also making it easy for them to remember their brand by giving a
effective brand name. Branding plays an important role in enhancing the performance of the
business at it represents what business is all about, it is also essential in measuring the success or
failure of business, it becomes important task for the management to have a strong and effective
branding as it helps in creating loyal and honest relationship with the consumers and also helps
in enhancing the performance of the businesses (Chen and Turpault, 2021). So it becomes
important for the management to create strong brand, in order to create a strong brand,
development of brand strategy is needed.
Brand strategy is the process of creating and developing a strong brand using various
tools and techniques, it is the technique used by the management to effectively manage their
brand in the market, it involves strategies like how a brand should be represented effectively in
the market in order to communicate message about the company, its product and services (Chen,
2017). The main focus of the brand strategy is to create effective brand identity among the
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customers, brand identity is the process of creating strong visibility of brand among customers
using strong logo, colour, design and so on. The effective brand helps in creating strong brand
image in the minds of consumers, it helps management in attracting large customer base more
easily, with increasing competition in the market, in order to gain competitive advantage it
becomes essential for the organisation to develop strong brand image in the market. The strong
branding helps in creating brand awareness among the consumers and enhancing the
performance of the business (Gabrielli and Baghi, 2020).
The 'Book Bound' is focusing on developing strong brand strategy including brand value,
attributes, positioning, identity and visual identifiers which includes logo, brand name and so on.
The strong brand strategy helps in creating effective brand value in the market, brand value is the
worth of the brand in the market, it is creating effective brand quality among the targeted
customers, it can be the monetary worth can be created by the brand shows it value in the
marketplace. The company plans to develop strong brand value by offering customers quality
and value added services, and great experiences of purchasing rare books with the first edition
(Hall, 2017).
The another brand strategy includes the brand attributes are defines as the overall
characteristics of the brand, these can be offering quality and value added products and services
in order to enhance their customer services. Book bound is determined to offer quality product
and services to their customers, the company is planning to offer original first edition of the book
to build customer loyalty towards them, company aims to deliver the product related attributes
like we aim to product the uniqueness in our product as we are providing unique and rare books
with their first edition, also providing relevancy in the product. In addition to this giving
consumer the personalized experience of choosing the book of their choice and placing the order.
We also aim at providing the credibility of having great experience of getting services and
satisfying their needs and wants effectively. These attributes helps creating effective brand
position in the market (Ho, 2020).
Brand positioning helps in creating effective place in the mind of consumers, the brand
positioning helps in enhancing the performance of the organisation and also helps management
in gaining competitive advantage. The brand value of the Book Bound will help company to
create brand position in the market, company is offering unique and rare books with first edition
to their customers which will helps in attracting large customer base of books lovers, as there are
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number of books lover who can spend huge amount in order to get the exact book they are
looking for specially the first edition book, this will help company in creating strong brand
position in the market. The effective brand image and positioning of brand in the minds of the
consumer will help in creating brand awareness easily, also increase the performance and
productivity of the company, another way to create a effective brand positioning is to develop
strong brand identifiers, these includes the logo, brand name, slogan. Creative and unique brand
identifiers helps in attracting large customer base and creating strong brand position among the
customers, having brand position also helps in increasing profitability of the business also. The
Book Bound has strong brand position with their unique idea and effective brand value among
the readers. The value proposition of the company helps in creating strong brand awareness
among the customers. The company has strong brand identity including brand name, logo and
slogan (Kusumasondjaja, 2019). The brand name of the company is 'Book Bound' describes the
rare and unique collection of books for the readers, the effective name of the brand will helps
company to attract the customers and create brand awareness among them effectively. The
company has strong brand image among their customers.
The another strong brand identity of the 'Book Bound' is their logo and slogan which is '
'And The Search Ends Here', company's logo and slogan helps in describing the meaning behind
company formation, it helps in describing the effective goal of starting this business venture, the
main aim of the company was to offer rare books with the first edition (Mowat, 2018). The logo
and slogan describes the perfect meaning for the company for what it stands for. In order to
attract the customers the company is using bright colour for logo, bright colour usually attracts
the attention of the customers, the Book bound brand is presented in the bright white colour
which is symbol of peace, in order to cater the attention of their customers. The concept of using
the brands colour, size and shape is mainly to make consumer feel attracted towards the brand.
The brand identity is helps in making brand visible among the customers and enhancing the
brand value effectively. The company can gain competitive advantages by making their brand
identities more strong and creative and also using effective elements like size, colour and shape
of the brand. The Book Bound is effectively following all the above elements of the brand
identity in their brand which helps in creating effective brand position in the market and gain
competitive advantage in the market place (Puzakova and Kwak, 2017). The main focus of the
company is to effectively satisfy the needs of their customers by providing quality products and
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services. The company is effectively using their brand strategy to strengthen their position in the
market and among the targeted customers (Stobart, 2016).
Conclusion
From the above discussion it can be concluded that brand strategy is one of the essential
element of the organisation, it helps in creating effective brand image among the customer, also
enhancing the brand value and brand position in the market. Brand strategy plays an important
role in increasing the profitability of the business and enhancing their performance, there are
various important element of the brand like brand awareness, value proportion which helps in
enhancing the branding more effectively. This essay covers the detail overview of brand and
target market and positioning also the detailed literature review of branding theory and brand
strategy including brand values, attributes, brand positioning, identities and visual identifiers like
logo, brand name and symbolism. The essentialism of effective brand strategy is discussed in
detail. The various factors of effective brands are also highlighted.
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References
Books and Journals
Bassols, N. and Leicht, T., 2020. Exploring destination brand disengagement in a top-down
policy context. Journal of Place Management and Development.
Chen, R. and Turpault, M., 2021. Visionary brand strategies require visionary product strategies:
Centering product experience is imperative. Journal of Brand Strategy, 9(4), pp.391-
400.
Chen, Y.C., 2017. The relationships between brand association, trust, commitment, and
satisfaction of higher education institutions. International Journal of Educational
Management.
Gabrielli, V. and Baghi, I., 2020. Unveiling the corporate brand: the role of portfolio
composition. Journal of Consumer Marketing.
Hall, C., 2017. Multichannel brand storytelling. Journal of Brand Strategy, 6(3), pp.237-241.
Ho, A., 2020. Bridging brand and experience design. Journal of Brand Strategy, 9(2), pp.131-
142.
Kusumasondjaja, S., 2019. Exploring the role of visual aesthetics and presentation modality in
luxury fashion brand communication on Instagram. Journal of Fashion Marketing and
Management: An International Journal.
Mowat, J., 2018. Video marketing strategy: harness the power of online video to drive brand
growth. Kogan Page Publishers.
Puzakova, M. and Kwak, H., 2017. Should anthropomorphized brands engage customers? The
impact of social crowding on brand preferences. Journal of Marketing, 81(6), pp.99-
115.
Stobart, P. ed., 2016. Brand power. Springer.
Ward, J., 2016. Comment Building a brand. Journal of Brand Strategy.
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