avatar_48x48
Contact BSI
Derrick Daye
813.842.2260 Email us
Common Brand Problems

Overcoming Common Brand Problems – 9

by

Overcoming Common Brand Problems

We are exploring the 40 Most Common Brand Problems. Presenting Number 9, over-extending your brand.

Common Brand Problem Number 9: Completely blurring the brand’s meaning and points of distinction by over-extending your brand into different categories and markets

Analysis: You can always make more money in the short term by licensing your brand for use on a variety of products or by extending your brand into a myriad of new categories. However, the long-term effect of this is detrimental. People no longer will be able to tell what your brand stands for. It will lose its meaning and its point of difference. (Pictured: Colgate’s Failed Dinner Entree’s)

Key Point: Extend your brand based on a clear understanding of its essence, promise and personality. And make sure your consumers “get it.”

The Blake Project Can Help: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

Recommend this story

Subscribe, Follow and Stay Connected to BSI

Submit

Leave a Reply

Submit your comment