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What Branding Strategy to Use

Developing brand strategy is all about developing brand vision, positioning of brand, fulfilling brand contract, communicating brand position and measuring RoBI (Scott, 2012).

Brand vision is a phenomenon that provides the management with the impetus about what they want the brand to do for the organization. Here, in the case of Aero, the management wants to increase the revenues and expansion of the market. So, the first step in defining brand strategy is defining brand vision which is to increase revenue and establish market in US. The second step in ...