• Declining market share and decreased category consumption due to disruptive digital technologies
• Strengths in existing brand equity and mass channel distribution

• Brand equity assessment to identify potential leverage points
• Identification of potential extension categories
• Qualitative research to optimize potential concepts, assess brand fit and determine category attractiveness
• Sequencing strategy to enter new categories and extend the brand over time

• Redefinition of the category frame-of-reference, from product to benefit-orientation
• Integration of significant new business platforms that leverage brand and operational strengths

Contact EquiBrand for more information about our strategic marketing consulting, brand management consulting or innovation consulting services.