Brand strategy is an extension of branding. It is how companies communicate the ideas associated with a brand to their target customers. To do this, brands use market segmentation and targeted communication in order to trigger social identification cues that lead target segments to identify with a brand. Needless to say, this lesson can be connected to, among other lessons, market segmentation and the marketing mix. In this lesson, the objective is for students to critically analyze their social identifications and understand how marketing affects their individual lives.