{"id":236,"date":"2012-07-05T21:14:40","date_gmt":"2012-07-06T02:14:40","guid":{"rendered":"http:\/\/starpointgroup.com\/?page_id=236"},"modified":"2023-08-30T16:34:02","modified_gmt":"2023-08-30T21:34:02","slug":"band-equity-assessment-b-ext","status":"publish","type":"page","link":"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/band-equity-assessment-b-ext\/","title":{"rendered":"Band Equity Assessment: b-EXT"},"content":{"rendered":"
\n“What is our brand worth and how can its inherent equity be measured \u2026?”<\/h4>\n<\/blockquote>\n<\/div>
BRAND EQUITY ASSESSMENT: B-EXT<\/h3>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
MEASURING THE VALUE AND THE ELASTICITY OF A BRAND\u2019S EQUITY<\/h6>\n<\/div><\/div><\/div>
Big Brand Marketing.<\/strong><\/p>\n
Establishing immediate and positive salience with target consumers is the essential starting point for building a strong brand. But to maintain robust growth, established brands must expand their existing turf with flanker products while exploring new operating territory through targeted extensions into new categories.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
B-EXT: TESTING THE BRAND\u2019S ABILITY TO EXTEND\u00a0ITS REACH<\/h6>\n<\/div><\/div><\/div>
How Far Can My Brand Stretch?<\/strong>\u00a0While working with a well-known marketer of household products, we developed a unique procedure for assessing the viability and potential monetary value of new product concepts. This technique, b-EXT, focuses on the brand\u2019s ability to successfully project its established brand imagery and performance equities across a range of flanker products as well as into entirely new categories.<\/p>\n<\/div><\/div><\/div><\/div><\/div>