ABSTRACT
This chapter describes six brand-building strategies, as well as the integral role of the product in the branding process such as functional benefit, emotional benefit, self-expressive benefits, experience benefits, credibility in performing myths, providing a platform for customers' creativity. A brand strategy is a plan or a policy for what the company would like stakeholders to recognise the brand as. It goes beyond a communication strategy, since all activity in the organisation is part of building the brand. Many fast-moving consumer goods (FMCG) products have managed to gain strong positions in the marketplace because they own' a functional benefit. Many brands will also have a combination of functional, emotional, self-expressive and cultural intents. The brand is a result of the activity in the organisation, the product, the promotion and how consumers recognise and interact with the brand. The product will fulfil needs such as indulgence or comfort and thereby play a role in releasing the brand promise.
