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Make your brand as narrow as possible

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Make your brand as narrow as possible

A tighter focus can only enhance the clarity and value of the brand in customer’s eye.

Plan brand extensions based on customer needs, not component similarities.
Not think about the brand overextension, should think about the segment of customer is same or not.

Brand extensions are more likely to be successful if the customers are similar, even the products are not.
For example: Virgin’s product image: value pricing, high quality, and a hip, fun image that attract the specific customer segment. This psychographic similarity in virgin’s customers makes it possible for the company to create brand extensions that would not otherwise work.

Develop the capability and mind set to hand off customers to other brands in the company.

A company might even encourage some customers to abandon a brand to which they are loyal if another brand will better cultivate the relationships and increase customer equity.

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台長： Yu Yi, TSAI

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