1. Value Strategy
Definition:
In defining Value, we begin by following Porters (1980) in considering a vertical chain extending from supplier of resources to firms, through firms, to buyers of products and services from firms. Value is created by such a vertical chain of players as a whole. In particular, vale creation depends on the characterises of all three categories of player in the chain- suppliers, firms, and buyers.
Why choose this strategy:
- Used by management of a firm focused on developing and executing strategies that helps increase revenue, improve marketing return on investment and maximize business operation efficiencies.
- The value strategy helps product and professional service firms build a scalable, competitive advantage by integrating their sales, marketing strategy, operations and financial management into one revenue capture process.
Example:
One of the most obvious examples of strategic value is reducing competition. More recently, many of Microsoft’s company acquisitions have been viewed as Bill Gates reducing competition. The American government, and some in Europe, dragged Bill Gates into court in an attempt to reduce his monopolistic influence in the global economy.

2. Brand equity strategy
Definition:
Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity. A brand strategy can be thought of as the translation of the business strategy for the marketplace. It defines the manner in which the offering will present itself to the marketplace, which will, in turn, influence the way in which targeted customers think of offering – creating the brand’s image.
Aaker (1991) suggests that brand equity consists of brand associations (brand image), brand loyalty, brand awareness, perceived quality, and other brand assets.
Successful branding also creates “brand equity” – the