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“Identity is cause; 
brand is effect.”

Larry Ackerman

It is important to understand that a  brand is an intangible asset that helps people identify a specific company and its products.  There are numerous types of brands, however, the brand used depends on the particular entity using it; corporate, personal, product, or service.  The goal is to make the brand memorable and appealing to the consumer.  A successful brand accurately portrays the message or feeling the company wants to get across.  This helps companies build trust and credibility.  



“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill

The marketing strategy refers to a business's overall game plan for reaching prospective consumers and turning them into customers of their products or services.  The strategy should revolve around the company's value proposition, which communicates to consumers what the company stands for, how it operates, and why it deserves their business.  Marketing strategies should ideally have longer lifespans than individual marketing plans because they contain value propositions and other key elements of a company’s brand.  The ultimate goal of a marketing strategy is to achieve and communicate a sustainable competitive advantage over rival companies by understanding the needs and wants of its consumers.  

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