Posted: August 11th, 2024

Brand Strategy Plan

1. Introduction
Enterprise who they are and their history, etc.
2. Current situation: the state of the brand
3. Problems of the brand and key insights
4. Recommendations and rationales for traditional brand strategies
1. Positioning strategy
The final positioning statement would read like this:
Bloomingdale’s are fashion-focused departments stores for trend conscious, upper-middle-class shoppers
looking for high-end products. Unlike other department stores, Bloomingdale’s provides unique
merchandise in a theatrical setting that makes shopping entertaining.
(Notice how the statement is concrete and specific. It doesn’t claim differentiation on something vague, like “the
highest quality merchandise.” Rather, it says quite specifically that it “provides unique merchandise in a theatrical
setting.” That’s the differentiating point—and, as you can guess—it’s difficult to copy, because it involves a complex
executional framework.The differentiating point sets up the payoff, or the benefit: shopping becomes entertainment.)

2. Value propositions--​ functional​ , emotional, self-expressive

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3. Brand essence and brand personality
5. Cultural and narrative strategies
1. The cultural context of the brand
2. Brand narrative statement
Brand narrative is a description of how the brand will go to market; think of its audience as
the employees of the brand—the people who are responsible for doing the work and making the
brand successful.

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