Monthly Archives: October 2014

Brand Value

Brand Value is, in simple terms, “the bottom-line profitability difference between an offer sold in a branded condition and the exact same offer sold by another company in an unbranded condition.”

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Building Brand Value

Building Brand Value starts with a solid strategy. Of primary importance within the strategic framework is Position (the perception of the brand or offer in the minds of consumers) and Differentiation (what it has that others don’t from the view of the … Continue reading

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Brand Extension

Brands that have built high Brand Value have exciting opportunities for extension, creating new platforms for dramatic improvements in bottom-line profitability. Brand extension functions and succeeds with low risk on the basis of leveraging client loyalty and identification, while maintaining … Continue reading

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Extension Risks

Brand extension is the single most attractive option for mature brands that have to some extent saturated the target demographic with existing offers. Pressure to Extend Often, the need to extend a brand is felt when the competition is doing … Continue reading

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Hermès MiniCase

A Case-study in Success Thierry Hermès in Paris, France founded the Hermès Company in 1837. Its first product was a horse bridle. Today (early 2012), its annual business is nearly 3 billion euros. How did Hermès accomplish this remarkable feat?

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Coca-Cola MiniCase

This is the story of one of the most colossal strategy and marketing mistakes in modern history. Previously we examined Hermès brand value and brand extension strategy. We now examine the New Coke story in the context of brand extension … Continue reading

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Strategy Process

Strategy Process Introduction Rain8′s strategy process is designed to leave no stone unturned as it progresses through a methodical sequential analysis to build the foundation upon which your brand value can be constructed, maintained or extended. Best of all you … Continue reading

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