The six-minute read -- What is a brand? -- Brand strategy is business strategy -- Brands in the boardroom -- Strong brands command market share -- Strong brands create barriers to entry for competitors -- Strong brands can launch successful extensions -- Strong, well-defined brands find it easier to enter new markets -- Strong brands can attract and retain talent -- Strong brands have lower price elasticity -- Strong brands can command a premium -- Strong brands can deal with market disruption -- Strong brands have more loyalty -- Strong brands are a store of trust -- Strong brands can stimulate innovation -- Defining the market -- Strategic challenges.