One of the most important concerns in making decisions about management staffing in China is finding someone who can bridge the cultural factors mentioned in this series. Continue reading
We sat in the conference room in Shanghai across the table from the Director of Engineering for one of China’s largest producers of construction equipment. My client was Vice President of a leading electronics components supplier. Continue reading
Differentiation, let’s make no mistake here, is the core of strategy. No bright new idea substitutes for differentiation, and Brand Value cannot be built without solid differentiation. Continue reading
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.”
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 target demographic).
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 an unswerving eye toward the brand’s target demographic and toward the brand’s differentiated position.
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 so, but creating attractive, competitive offers can cannibalize much of a brand’s less-loyal followers. Thus, choosing to NOT extend a brand is often a serious risk in and of itself.
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?
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 and introduce a few other key concepts.
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 can do it without the need of expensive consults. download our whitepaper at the end of this post!