ABSTRACT
Brand strategy decisions include specific factors such as target audience, competitive advantage, brand position, and the selling proposition. Swatch used a new way of thinking about its brand to engineer an amazing turnaround for the company and the Swiss watch industry. Systems thinking are valuable to brand managers because it helps identify brand reality and the natural forces governing a situation, as well as providing a mechanism for decision making based on a long view. Strategic thinking in marketing and branding is often equated with determining the best way to achieve something. Strategy comprises the most important, essential decisions that give focus to goal-oriented activities. The development of theories of business strategy started in 1960; that on brand management strategy only since 1990. SWOT analysis, developed by Kenneth Andrews, is probably the most commonly applied method of analysis in strategy development.
