This report focuses on the importance of brand strategies and how it affects sales and brand identity. This report is mainly a detailed and descriptive analysis of brand strategies using the secondary data available on verified online sources. After doing a thorough analysis of the data, we concluded that the brand strategies have a huge impact on the sales and brand identity of the product. If businesses choose the right strategies after considering all the factors then they can increase their sales exponentially. Also, this report helped us in understanding the common reasons and challenges that are faced by the business in choosing the right brand strategies. This report also lays down some ways that the business can adopt to choose the right strategy.