We apply proprietary prescriptive principles to determine the optimal relationship and hierarchy across a firm’s offerings. Factors such as brand elasticity, segmentation and halo dynamics are integrated into recommendations that are instrumental in evaluating:
- Mergers and acquisitions – what is the best way to brand the new organization?
- New products and line extensions – should a new brand, sub-brand or simply a new product line be created?
- Brand sprawl – perhaps you’ve grown through acquisition or launched multiple brands over time; should you rationalize your portfolio and, if so, how?