Create a brand


Updated: November 1, 2016

Applies To: Dynamics Marketing


Microsoft Dynamics Marketing is scheduled to be retired on May 15, 2018. After that date the service will no longer be available. Please plan accordingly. For details, see the blog post Microsoft Dynamics Marketing service will be discontinued, and learn what’s coming next.

  1. Choose the New button.

  2. Enter information as follows:

    Field name



    If a Brand's status is set to inactive, the brand's name is no longer able to be selected in other Microsoft Dynamics Marketing functions. Brands can't be deleted since information throughout Dynamics Marketing is linked to them. To mark a brand inactive, clear the check box on the Brand page.


    Enter the name of the brand. If you enter the same name twice, Dynamics Marketing will display a warning.

    Tag Line

    Enter the tag line (such as a slogan) for the brand


    Enter a description of the brand.

    Life Cycle Stage

    Brands often go through stages during their "life."


    Select the brand type.


    Select the company that the brand belongs to.

  • To display the products and services associated with a brand, choose the Products/Services tab.

  • To create a new product or service associated with a brand, choose the New button.

Best practices dictate describing Brands in terms of their attributes, and their value proposition. The attributes are the statements that result from translating the strategic values into specific statements on the benefits that drive the buying decision. Attributes gives customers reasons to seek the brand. An effective set of attributes is based on insights into customer needs and behavior; it adds a customer-led trajectory to brand strategy.

  1. Choose the Attributes tab.

  2. To enter a new attribute, or edit an existing attribute, choose the New button.

  3. Select an attribute from the list and type in the information.

  4. Choose Submit to save the information.

The next element in product marketing consists of two decisions: one concerning target segments, the other differentiation. Together, they define positioning. The segment definition identifies customers for whom the attributes are most relevant and whose wishes are best addressed by the value proposition. They also constitute the target for brand building. The second element of positioning attempts to answer the question: "Why this Brand?" Unlike attributes, which are focused on customer benefits, differentiation is about how a brand is different. Positioning constitute the strategic elements of successful branding. Positioning set in place clear guidelines for management implementation; actions that consistently convey the values through the use of media, promotions and customer interaction.

  1. Choose the Positioning tab.

  2. To enter a new positioning statement, or edit an existing one, choose the New button.

  3. Select a positioning statement from the list and type in the information.

  4. Choose Submit to save the information.

To define positioning categories, set up strategy categories.

Every brand needs to be based on strategic values that are permanent, purposeful and fundamental to its long term success. The strategic values give depth of meaning, in so doing, provide a direction. The strategy can be thought of as the genetic code for everything that might relate to the brand, not just its communication. Brand strategies are displayed, broken down into tactics. To display the strategy and its tactics, choose the Strategy tab.

Enter a new tactic, or edit an existing tactic

  1. Choose the New button.

  2. Select a tactic from the list and type in the information.

  3. Choose Submit to save the information.

Brands form an invaluable set of assets, often reflecting years of work in building the organization's reputation for quality, integrity and excellence. The Policy tab enables you to specify how your brands are used commercially to support, and not diminish, the respect in which the brand is held. The brand policy will often apply to the company's name, its initials and its logo, sub-brands, etc. The brand policy also sets the guidelines and following core principles for how a brand is used in association with other commercial products or services - whether internal or those of third parties. The brand policy can also be used to specify how brand use must be approved and licensed.

To display the brand policy, choose the Policy tab.