What is the process of brand-strategy development and how is it used in a high-value brand?
In order to establish a strong international brand, marketers must develop and implement a consistent and informed marketing strategy by the following steps.
1. Analysing the competition
2. Identifying target customers
3. Decide on the positioning within the chosen market
4. Develop a consistent marketing communication strategy
5. Decide on global versus local content mix
6. Create a balance between brand elements
7. Establish an international brand equity measurement system.