Brand Equity Renovation & Stretch

Equity Renovation & Stretch is the strategic process of strengthening your brand’s value and extending it into new product categories, market segments, or territories whilst maintaining its integrity and leveraging its existing consumer equity to accelerate growth.

Well-executed equity stretch can quickly and cost-effectively deliver profitable growth – but when poorly executed, it can destroy value just as fast. Smart brand extension isn’t about stretching everywhere – it’s about first identifying your distinctive brand promise & transferrable core values, then strategically amplifying them into new territories.

Brand Development has a 30+ year track record of helping clients, including Mars & Pepsico, sharpen the competitive edge of their brand assets – then leverage them to disrupt new markets without losing what made them so powerful in the first place.

A few of the challenges we’ve helped clients address…

How do consumers feel about our brands?

Help us map our brand’s differential advantage & assets

How can we maximise the power of our brand equity?

Should we stretch our brand to unlock its full potential?

Can you help us perfect our brand proposition & claims?

Help us craft differentiated positioning concepts

“Brand Development provided crucial and practical support in coaching and guiding the team to a more precise and insightful understanding of the category, a sharper brand positioning and ultimately a strong, practical and consumer validated implementation

Executive Officer, Nestle

“From the generation of insight platforms at the start, to the creation of concepts that score strongly in quant, Brand Development have helped deliver projects that work for global teams but are locally relevant too”.

Vice President Marketing, Unilever

Brand Equity Renovation & Stretch Success Stories

Great equity renovation & stretch happens when you sharpen your brand’s competitive edge and adapt how it’s expressed – to disrupt new markets without diluting its essence!