A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit.
How a brand is perceived in the context of competitive alternatives. Brand positioning statements include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position/positioning greater depth.
A good marketing strategy captures all of a brand's marketing goals and objectives combined into a single comprehensive plan defined to meet business goals.