Target’s brand promise, “Expect More. Pay Less” is built on three pillars: “outstanding value, continuous innovation and an exceptional guest experience”. brandstruck.co/target/ #brandstrategy #branding #positioning #brandmanagement #casestudy

Maybelline stands for beauty, innovation and empowerment. It is purely a make-up brand targeted at younger women and priced below its more premium sister brand, L’Oréal. brandstruck.co/maybelline-new… #brandstrategy #branding #positioning #brandmanagement

Apple has once again been named the most valuable brand in the world, according to Interbrand. In this article (ICYMI), we take a look at a series of strategic brand decisions that helped it reach and maintain that position. brandstruck.co/blog_post/deco… #brandstrategy #branding

After Adidas acquired Reebok, Reebok’s strategic remit was narrowed to avoid internal competition. From the 2010s, Adidas focused on professional sport, while Reebok’s positioning was rooted in its heritage in fitness. brandstruck.co/reebok/ #brandstrategy #branding

A major shift in Facebook’s brand strategy came in 2012 with its first image campaign focused on openness and connectedness. Today, the brand highlights togetherness and community. brandstruck.co/facebook/ #brandstrategy #branding #positioning #brandmanagement #casestudy

The Spotify brand strategy case study is now free to read and download! brandstruck.co/spotify/ #brandstrategy #branding #positioning #brandmanagement #casestudy

This is the seventh article in our series on global brands that have recently redefined their positioning. Today’s article looks at the most recent repositioning of Adidas, Porsche and X. brandstruck.co/blog_post/thre… #brandstrategy #branding #positioning #brandmanagement

For most people, Porsche is the ultimate dream car – admired and out of reach. In the 2010s, the brand worried that this image made it something to be looked at, not bought. So it set out to make aspiration feel attainable.. brandstruck.co/porsche/ #brandstrategy #branding

Nike’s message has always been about overcoming obstacles. While Adidas softened its tone with “You Got This”, Nike stayed competitive with “So Win”, then shifted in 2025 with “Why Do It?”, focusing on self-belief over winning brandstruck.co/nike/ #brandstrategy #branding

Garnier, like most brands in its category, is built around the themes of beauty and care. What makes it stand out, however, is its commitment to nature: most of its formulas are powered by naturally derived ingredients. brandstruck.co/garnier/ #brandstrategy #branding

One of the most important themes in Heineken’s communication is its commitment to promoting moderation, both through its long-running “Enjoy Heineken Responsibly” platform and through the push behind its 0.0 variant. brandstruck.co/heineken/ #brandstrategy #branding #positioning

Although the technology Google is involved in has evolved since its launch, the brand’s mission has never changed. Google describes it as “organising the world’s information and making it universally accessible and useful”. brandstruck.co/google/ #brandstrategy #branding

Brand salience is not awareness and rebranding is not repositioning. We’ve updated our BrandStruck glossary and added several new brand-related terms. brandstruck.co/blog_post/bran… #brandstrategy #branding #positioning #brandmanagement

Chanel highlights timeless modernity, captured in the idea that “fashion passes, style remains”, and promotes the concept of “uncomplicated luxury”, prioritising simplicity over opulence. brandstruck.co/chanel/ #brandstrategy #branding #positioning #brandmanagement #casestudy

The core of IKEA’s brand strategy lies in the notion of celebrating everyday life and recognising that your home, big or small, is the most important place on Earth, shaping your well-being and happiness. brandstruck.co/ikea/ #brandstrategy #branding #positioning

Over time, Samsung recognised that to become a global leader in more image-driven categories, such as smartphones, it needed to shift consumer impressions and make its messaging more human rather than spec-focused. brandstruck.co/samsung/ #brandstrategy #branding #positioning

In 2025, Unilever completed the spin-off of its ice cream division, separating it into a standalone organisation called The Magnum Ice Cream Company. This transition turned Magnum from a purely consumer brand into a corporate brand as well brandstruck.co/magnum/ #brandstrategy

The Nike brand strategy case study is now free to read and download! brandstruck.co/nike/ #brandstrategy #branding #positioning #brandmanagement #casestudy

Prada’s image, compared with that of other luxury brands, stands out as more sophisticated, complex and slightly eccentric. There is little overt sexiness or glamour in Prada; instead, its style is often described as “deliberate ugliness”. brandstruck.co/prada/ #brandstrategy