Identifying High Equity Brands That Are A Good Synergy With Your Brand
- Topics:
- Brand Strategy
- Tags:
- Brand,
- Branding,
- Equity,
- Marketing,
- Rockbridge Associates
- Source:
- Rockbridge Associates
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Overview: Among marketers with brands that have a high brand equity, an increasingly common issue is assessing the potential synergy of allying with other brands. Situations where brand synergy is an issue includes: marketing alliances; licensing arrangements; and acquisitions/mergers. One of the major issues in addressing the brand equity/synergy problem with research is that a good match is likely to be more complex than just being a well-known brand or having a positive market image. The article has addressed these problems through a three-step research/consulting process consisting of (1) developing a brand synergy framework that has management buy-in, (2) gathering information on multiple indicators of brand equity and synergy, and (3) developing a synergy index that evaluates brands on multiple criteria. The method described for assessing brands for their synergy with the brand may seem paradoxical. It starts with a highly disciplined approach that could be called academic. Yet the end result proves to be actionable and practical.
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Format: HTML | Date: Jan 2003 | Pages: 1
