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Brand Extension
Barron's Dictionary of Business Terms defines brand extension as "the addition of a new product to an already established line of products under the same name." In other words, building on your heritage.
Brand extension is attractive but can be dangerous. Yet few single product companies remain. Expanding your product line and product mix are obvious routes for growth. Caution and care is required so that brands are not diluted, damaged or cannibalized by over enthusiastic expansion plans.
Some say that 30% of a company's product portfolio should be new (less than five years old) in order to secure long-term survival of the company. But most new products fail. A structured process can reduce the risk of failure. It is neither linear nor ad hoc. It is however, crucial to the long-term success of a company. We can help to guide you through the stages of the new product development process.
Licensing
We advise on strategic licensing programs for the commercial exploitation of intangible assets, to help
maximize value created.
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Strategic planning for exploitation of intangible assets
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Commercial application of valuable intellectual property
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Information and advice on standard deal benchmarks, price and conditions
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Access to new markets, including overseas
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Brand Extension
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