It is not just its design that determines how a brand or
a product is perceived by the world around it. The
name and what it signals are also of huge strategic significance, as is the role the brand is expected to play. The brand
can have many different functions, depending on the associations it generates and the products and categories it is associated with. Some-times it is worth keeping
the original brand, and sometimes it is better to create
a sub-brand (perhaps without any connection whatsoever to the master brand). All solutions are thinkable. After
all, it has already been demonstrated that a construction equip-ment brand is perfectly able to sell boots, but that it is virtually impossible for a renowned canned fish
brand
to sell muffins. At BVD, we know what works and can create structure and clarity in a brand portfolio.
BVD’s competences
Brand hierarchies
Evaluation of the relationship between
master brand and sub-brand.
Product range strategy
Development of the product range,
identification of possible line extensions.
Naming
Naming of products, brands,
store concepts, etc.