Branding Strategy: Long-term goals and steps taken by an organization to create brand equity, including a unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services, both a physical and emotional trigger to create a relationship between consumers and the product/service. A brand statement describes the "place" that a brand should occupy in the minds of target customers. An easily recognizable and memorable phase often accompanies a brand name.
Most people don't say hand me a tissue... they say "Please hand me a Kleenex™" or for decaf lovers, "Do you have any 'Sanka™' and can you finish the statement, "Plop, plop, fizz, fizz... OF COURSE YOU CAN! That is branding gold!