Brand Extension Consultants Bear DE
3 Dogwood Ct
All About Marketing
49 Paisley St
Words Unlimited Inc
87 Caravel Dr
Bms North America Inc
401 W 13th St
Aloysius Butler & Clark
819 N Washington St
28 Monferrato Ct
119 Amberwood Dr
Adventures Media Group
310 Connor Blvd
833 N Washington St
605 Market Llc
605 N Market St
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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