are concerned with the overall purpose of an organisation and the way its various business operations work together to achieve particular goals; plus how the organisation employs its competitive strengths to create value for its customers, and make money from this value.
defines how people should feel about your organisation. It captures belief in what you offer. It is an abstract idea held in the hearts and minds of your customers. Brand strategy defines the brand promise and how it can come to life.
defines the market to be served and the best routes to that market. It informs product development, price, how and where it is to be promoted. It is outward-focused whereas brand is both inward- and outward-focused.
By Chris Chatfield