Brand Extension Consultants Concord NH

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Vertical Market Ventures
(603) 226-4480
114 N Main St Ste 201
Concord, NH
 
Act One Creative Llc
(603) 226-3311
18 Low Ave Ste 7
Concord, NH
 
Paxton Communications
(603) 228-4933
58 N State St
Concord, NH
 
Ad-Com
(603) 225-9100
18 Low Ave
Concord, NH
 
Crop Marks Design Studio
(603) 225-2334
10 Ferry St
Concord, NH
 
Exclaim Marketing
(603) 242-2166
12 South St
Concord, NH
 
Advantage Promotions
(603) 227-9449
26 Reserve Pl
Concord, NH
 
Dairy Farmers Of America
(603) 228-3888
8 Mcguire St Unit B
Concord, NH
 
Focus Marketing
(603) 225-4040
314 S Main St Ste 3
Concord, NH
 
Cantin Design Inc
(603) 223-9999
6 Governors Way
Concord, NH
 

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:

Business Questions:

•    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?

Brand Questions:

•    What are your brand’s primary benefits?
•    Does the brand uniquely own those benefits?
•    Do those benefits...

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