Brand strategy

A brand strategy is a formal plan used by a business to create a particular image of itself in the minds of current and potential customers. When a hotel has created and executed a successful brand strategy, people know without being told who the company is and what they do. As a result of brand strategy, people develop a particular feeling or opinion about a company—a feeling that drives their buying decisions. This feeling equates to brand equity. The stronger people feel about a brand, the stronger the brand equity.