Most of the brand literature to date has given little attention to the particular features of diversified or B2B companies. For diversified companies, there exist two main variables for determining brand strategy: 1. the degree of fear, uncertainty, and doubt (FUD) at the buying decision, and 2. complexity of buying decision (CBD) for the customer. Using the brand strategy framework, marketing professionals can assess through research the degree of FUD and CBD for their particular products and services. A brand get-give analysis can also help companies determine what they want or need to get from a partnership relationship, and what they are willing to give up to get what they want. The analytical tool can be used by companies to enhance their understanding of the impact of the partnership on the brands of the partners.