Attempts to use value of a brand by brand extensions run the risk of undermining the value of the brand. This article provides an approach to evaluating a brand leverage prior to the decision to expand the brand. Indications need manager to both consumers and consumers familiarity with respect to to evaluate the mark. The analysis shows that brands in terms of consumer familiarity and consumers as balanced higher potential for use as do brands have this high in a characte … Read more »

Attempts to use value of a brand by brand extensions run the risk of undermining the value of the brand. This article provides an approach to evaluating a brand leverage prior to the decision to expand the brand. Indications need manager to both consumers and consumers familiarity with respect to to evaluate the mark. The analysis shows that brands in terms of consumer familiarity and consumers as balanced higher potential for use as do high marks in one of those properties, but low in the other have. A five-fold typology of brands – Coveted icons, Tarnished Treasures, Developers, Troopers, and Diamonds – is offered for describing the degree of brand
balance.
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from
Vicki R. Lane
Source: Business Horizons
10 pages.
Publication Date: Jan 15, 1998. Prod #: BH003-PDF-ENG
Leverage brand performance: The critical role of brand balance HBR case solution