Establishing a strong brand is the premium objective for many enterprises. The definition of brand values and brand essence as well as communication in order to mediate these constitutes an important foundation for brand management.
The advantage of strong brands is having the customer's trust on your side. Therefore, opportunities for product diversification and the willingness to pay higher prices because of brand loyalty may emerge.
However, different target audiences and distribution channels like e-commerce demonstrate the limitations of this approach. In order to maintain the ability to supply target-oriented without endangering the existent business it may be useful to consider multi-branding and clear product differentiation as your strategy. We will gladly consult you regarding this crucial topic in order to optimize your sales success.