Brand Stretch - maximising brand asset value
Relevant brand stretch can add huge value to the brand’s relationship with consumers. Done badly it can destroy value and cause confusion
In Brand Development’s hands brand stretch adds to the brand truth, builds on the brand core and adds value to the customer relationship with the brand.
Brand Development Equity Stretch Workplans identify the brand’s fundamental truth, map the dimensions for stretch, fix the limits of credibility and create ideas that fit and add to the brand equity.
The key to success is identifying relevant transferable values and then implementing them in ways that refresh and invigorate the core and bring in new target groups and usage occasions.
Building on your existing brand assets to maximise their value can be a key opportunity for growth.