"It is difficult to overestimate the importance of formulating a brand strategy; indeed, this is the fundamental stage of brand creation, without which all others would be meaningless. Ultimately it is the strategic phase of the project that determines the place that the brand should occupy on the market, the audience to which it will operate, and the key steps that are necessary to achieve the desired goals.

The modern approach to branding supposes the formation of a comprehensive, integrated basis for a brand, including: the design of the product, price positioning, a clearly structured brand portfolio, appropriate competitive positioning, and an effective communication strategy for the brand."