Brand Extension Consultants Anchorage AK
Flint Hills Resources
3201 C St Ste 308
Hellenthal & Associates
207 E Northern Lights Blvd Ste 150
Jack Sublime Branding & Design
4303 Hayes St
Ak Sports Marketing
719 E 15th Ave
2730 Scarborough Dr
Cinema Source Advertising
1200 E 76th Ave
4450 Cordova St Ste 110
999 E Tudor Rd
Jim Gribbin Enterprises
3213 W 30th Ave
12501 Bainbridge Rd
Brand Extensions and Global Branding
If you are in the process of building your brand globally, especially if your brand is in its infancy in some regions or countries, here is something else to watch out for with brand extensions. If a particular extension, especially one less central to the brand’s promise, has a strong presence in a market place before you have a chance to establish the brand essence, promise, and core meaning in that market place, it could be much more difficult to position the brand correctly. It would be better to withhold that extension from the market place until the core brand meaning is established there.
Brand Extension Questions
You should answer these questions as you consider each possible brand extension:
• How “big” is the category or segment?
• Is the category or segment new?
• Is it growing?
• Is there “room” in the category or segment for a new brand?
• Do you have or can you acquire the assets and competencies necessary to compete successfully in the new category or segment?
• Have you identified a profitable and robust business model for competing in the new category or segment?
• What type of competitive reaction might you expect as your brand enters the new category or segment?
• What are your brand’s primary benefits?
• Does the brand uniquely own those benefits?
• Do those benefits...
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