Brand Value Management

Strong brands have become a key driver of sustainable competitive advantage as the field is rapidly becoming equalized on the technology, cost and supply chain side. Strong brands enable companies to generate volume and pricing premiums and extend effectively into new products, channels, and markets.

Strong brands improve advertising effectiveness, and can mitigate the need to rely on short term promotions. To manage brands require careful consideration with respect to product, advertising and portfolio management. Brands are valuable assets that need to be managed with a long term value focus in mind. Ninah brings to clients tools such as:

  • Value proposition and positioning development
  • Brand portfolio management and licensing
  • Brand valuation
  • Licensing strategy
  • New product development and innovation
  • Targeting

Case Study Managing a Global Powerhouse Brand

Situation

A well known international organization was the owner of an iconic consumer brand, well recognized and respected in most markets globally. The organization was embarking on a strategy to leverage and unlock the value inherent in the brand, but wanted to ensure the core equity of the brand was not eroded in the process.

Approach:

Ninah did extensive consumer and category research to understand the key areas of opportunity where the client brand had permissions and opportunities to play. Additionally a risk analysis was conducted to understand which categories could erode the brands core equity and should be avoided. Finally, a global licensing framework and tool was built enabling the client to react rapidly to opportunities.

Results

As a result of the process and tool set developed the client embarked on a global strategy enabling 50+ global licensing deals in over 10 categories driving significant incremental royalty revenue for the client while supporting and increasing the core equity of the brand.