Suhel Khan's Blog

A blog about mobile app development, tech sales, my rants and more..

What is the difference between brand development, brand strategy and branding?

This article is part of the series of article on branding. The previous post was “what is branding?”


Brand Development: It is the methodical evaluation, construction and continued monitoring of brand. The progress is usually measured with the “Brand Development Index” i.e Percentage of a brand’s sales in an area in relation to the population in that area as compared to the sales throughout the entire region in relation to the total Population of that region. Well practically brand development is a process of creating an engaging brand which is agile in nature and reacts according to the business demand created by internal & external environment.

Brand Strategy: This is a challenge most company faces in there marketing plan. Some end up strategizing it according to the current business requirement and  some end up being too futuristic. Both of them are wrong approaches, the idea is to have a perfect cocktail of both so that the strategy can be relevant irrespective of the business time frame.

Branding: Branding is the process of creating an association between a symbol, object, emotion, perception and a product/company with the goal of driving loyalty and creating differentiation.Usually the word BRANDING conjures up  images of branding cattle. At times I feel  branding has a branding problem.

The next post will be on “How can small business/startup benefit from branding?” with a focus on startups.


3 comments on “What is the difference between brand development, brand strategy and branding?

  1. @MattWilsontv
    May 18, 2009

    Hi Suhel, great graphics on this post!

  2. Murtaza Husaini
    June 9, 2009

    Good Post. The flow of your blog is very impressive.

    Branding is a life cycle which goes through different stages of brand building process. There can be nothing specific as far as what is branding and the difference between other components. Similarily, brand building exercises differ from business to business. Oracle, Reliance, Haldiram, Bharti, Wal-Mart and any famous chat wala or pan wala cannot be measured on the same branding parameters.

    eagerly waiting for your next blog, its good revision of my marketing classes.

  3. brand strategy
    February 4, 2010

    the two may be different but there are certain aspects that they overlap (as what your spheres depict). the confusion lies in the very thin line that separates one from the other.

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This entry was posted on May 16, 2009 by in Branding, Corporate Branding and tagged , , .
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