Brand strategy is a business and institutional long-term plan which aims to implement a successful trade name. A well-defined brand strategy and executed it affects all aspects of the corporation and it is directly connected with the needs of its targets. Brand positioning aligned with the mission, vision and values of the organisation ensures that the activity of the brand and the company have a common goal. Brand communication is guided and directed by the strategy of its tangible and intangible elements, and as a result, a preferred market label with the capacity of having a convincing and credible dialogue.
