>> Brand Equity Extension Consulting Services

Brand equity extension — or brand stretch — is a means for companies to enter new categories with existing brands. It is based on the premise that brands are valuable assets that can and should be strategically and selectively extended to:

Further strengthen and build the brand franchise
Enhance the chance of success of new business development
Reduce the cost of new business development

The benefits of brand leverage vs. new brand creation include immediate awareness, trust/comfort, accelerated trial, competitive insulation, distribution leverage, margin enhancement, and spending efficiencies.

Brand equity extension issues addressed:

What are the core and extended associations (e.g., attributes and benefits) of the parent brand, and are those associations meaningful in the new categories being considered?
Can a relevant, differentiated and sustainable new product or service offering be developed within given time and resource requirements?
What is the size, growth, and competitive intensity of the new category? Can core competencies be leveraged in a meaningful way?

Brand equity consulting approach and anticipated results

The following process steps should be undertaken in assessing and extending brands to attractive, new categories:

Assess and confirm a brand’s equity, including its core and extended assocations.
Inventory, assess and prioritized high potential growth categories
Develop specific branded propositions within these areas of opportunities, including required equity bridges
Develop an entry strategy and plan, including make vs. buy decisions and portfolio management guidelines, resulting in new growth opportunity areas

Want to learn more about brand equity consultant services? Please call Tim Koelzer at (925) 247-1400 or send Tim a contact form.