The most important outcome of a sound brand strategy is the enhancement the brand’s Asset Value. Embrand works with specialists to assess Brand Asset Value as a benchmark for setting goals for Brand Strategy. In setting Brand Asset Value as a goal, Embrand studies the sources of a brand’s power in terms of:
Weight - Market Share dominance and/or Salience dominance.
Length – Stretch-ability of a brand into various product categories.
Breadth – Stretch-ability of a brand across cultures, age-groups, income groups etc.
Depth – The level of motivation of consumers to a brand and/or category.
Embrand analyses the cost-benefit equation of each route, to determine which combination of these factors best fits the brand owner’s pre-defined business goals in the most cost-effective manner.