The answer is very simple- it depends. It depends upon your product, brand and the target audience.
5 steps to building an effective brand strategy
Highlight, take notes, and search in the book
Lean Analytics: Use Data to Build a Better Startup Faster (Lean Series)
Brand Consultancy, Strategy, Design, and Web Studio
What is Multi Brand Strategy and How to Master on It?, by UI Art
Creating An Effective Brand Strategy For Your Startup Steps You Must Take - FasterCapital
Golden Circle model: Sinek's theory value proposition : start with why
How to Create a Carrier Strategy That Works Any Time of Year
What is a Business Model with Types and Examples
Brand Differentiation: 30 Ways to Differentiate Your Brand
What is Multi-Brand Strategy? - Huebner Marketing