This chapter explores the foundations of brand strategy, rooted in corporate purpose and overall business strategy. Readers will gain insight into the significance of a company’s genetics, i.e., its endowment and core competencies, as the building blocks for shaping effective strategies. The discussion further highlights the pivotal role of purpose in guiding both brand direction and company strategy. It also reviews the core principles of business strategy, particularly the creation of sustainable competitive advantage through the application of generic strategies in competitive market environments. Finally, it addresses the essence of corporate strategy, focusing particularly on the function of the corporate center and its influence on branding approaches at the corporate level.