Brand extension strategy

Brand extensions are an important way of growing the value of a brand.

Prior to launching a brand extension, there are two main considerations that affect the strategy and its implementation:

Brand value opportunity : creation of new value for the business and additional brand equity in its core areas
Potential risk : damage to the core brand that could potentially destroy business value

We help inform the decision making process by weighing the risk scenarios against the value opportunity, to identity the most appropriate brand extension strategy.

Furthermore, by establishing a thorough understanding and quantification of the risks involved allows us to recommend appropriate risk mitigating actions.

See also: Brand valuation , Brand research