Brand Extension Tool Goodie from Savvy&Victor

Joanna Allen, CD at Savvy&Victor, use this model to help clients evaluate and determine the direction of a brand extension into a new category e.g a new product or service. I mainly aims to establish the core capability of the existing brand to give the clients a competitive edge within their new area of development. It also incorporates the audience perspective, which often can be quite different to the organisations. Gerber Singles is an exellent proof of that.

Joanna Allen BEX Tool

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