Question 1

What is Brand Strategy?

Accepted Answer

A Brand Strategy establishes the direction and finds opportunities for a brand. It includes market research and insights, brand concept development, positioning, the experience strategy, naming, and activation strategy. It includes everything a design team needs to bring the vision into the real world. Coup's research is based on experiencing everything firsthand and a proprietary brand intelligence database.

Question 2

What is Brand Design?

Accepted Answer

Brand Design is where strategy, insight and expertise gets married with creative talent to build how the brand looks, sounds and behaves: logos, visual assets, customer experiences, uniforms, signage, fixtures, and more.

Question 3

What are Brand Merchants?

Accepted Answer

Brand Merchants is a term for a business that deals in everything encompassing branding, from the strategy to building the world around it.

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