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Decision Map for Brand Choices Brand Masterclass Week One

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Decision Map for Brand Choices

Does the brand currently serve
strategically (size and profitability)
important or attractive segments?
Yes No


Are there any other strategic
Does the brand qualify as a
reasons to retain the brand?
Leadership Brand ?
Yes No
Yes No
Does it add value to other
Does the brand have the potential to Can the brand be leveraged
existing brands or
in new markets?
become a Leadership Brand?
businesses?
Yes No
Yes No
Does it add value to
Are we willing or can Is there a reason to keep or
other existing brands further develop a brand in
we afford to invest in
this category?
or businesses?
the brand?
Yes No
Yes No
Keep as Niche Brand
Leadership Develop into Yes
Brand Leadership Brand
Yes No
No
Can the brand be Spin-off or
extended as a Divest
Yes No
product line?

Roll-up
Brand Product-line
32

Publié dans : Business, Technologie
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