Strategy is core to every Ivarson Brand Vision project. Since brands do not exist in a vacuum but in the ever-changing world of the competitive marketplace, it is important to develop a thorough understanding of the factors that determine consumer behavior, the competitive arena, and the dynamics of the market process. Critical brand components such as key product attributes, customer profile, market competition, and distribution channels all come under our microscope. This comprehensive analysis forms the foundation for the development of a truly effective brand positioning strategy. And without a clear strategy, no brand will become a leader.