Brand strategy

Pro

Contra

Brand

width

• Widest and most efficient use of time, resources and brand investments.
• High stability, less complexity.
• Reinforces comprehensive solutions.
• Maximum market impact.

• Generic brand profile
• Possible bad-will transfer on all products.

• Brand investment covers a product line.
• Positive image and brand transfer on all products (synergy effect).
• Use of brand-related interconnections.

• Possible brand dilution.
• Limitations for product positioning.

• Product-specific brand profile
• No bad-will transfer.
• Creates diverse growth platforms.

• Expensive product-specific brand creation.
• High brand variety weakens the perception of single brands.

Brand

lenght

• High profile, high quality positioning.
• High price premium.

• Expensive brand creation.
• Difficult to approach with a family brand.

• Applicable in mass markets.
• Creates high brand reliance.

• Requires ubiquity.
• High level of brand awareness needed (cost intensive).

Brand

depth

• No language problems.
• Adapted to national requirements.

• Can become useless with later internationalization.
• Can be too expensive (less standardization).

• Potential standardization.
• Cost effective (economies of scale).

• Necessary to comply with different legal requirements.
• Possible image dilution.
• Language/cultural problems