Brand Stretch

Why and when?

• Enables identification of the categories holding the greatest promise for expansion, as well as assessment of their potential
• Indicates key brand attributes which should be strengthened when the brand is expanded
• Allows measurement of to what degree brand expansion into new categories will result in the occurrence of so-called "blurring" of the initial brand

What do you get?

• Clear diagnostic data regarding which associations with the brand should be reinforced in order to achieve success when expanding the brand into categories identified earlier
• The development for brand expansion at further stages
• The information essential for testing innovations in the future

How?

• Quantitative research
• On-line or CAPI interviews