Brand Strategy - A Strategic Brand Planning Tool by Woody Bendle

Woody Bendle, an expert in innovation management, asserts that brand strategy is a crucial aspect of corporate strategic planning, and often overlooked. He attributes the lack of emphasis on brand strategy to limited understanding of what a brand is, misperceptions that brand strategy is separate from corporate strategy, and the complexity of brands. He breaks down the concept of a brand into its component parts, and provides a strategic brand planning tool to help identify opportunities for branding. This tool involves identifying brand constituents, determining how you would like each group to perceive your brand, gauging how they actually perceive your brand, identifying gaps, and devising ways to close those gaps.