Brand strategy refers to the comprehensive plan and approach that a company or organization uses to establish and manage its brand identity, image, and messaging in order to differentiate itself from competitors and create a strong and lasting connection with its target audience. This includes defining the brand’s unique values, personality, and positioning, as well as determining the most effective channels and tactics for communicating and promoting the brand to achieve its desired goals and objectives. A well-crafted brand strategy is crucial for building brand awareness, loyalty, and trust, and ultimately driving business success.