Booklet - Brand rationalisation

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Brand rationalisation is where you adjust the number of brands you are maintaining in line with the valuable opportunities you have identified, ensuring that you have only one brand for each brand proposition you want to make, and only one proposition for each brand you wish to maintain.

Typically, the brand rationalisation process reduces the number of brands you are maintaining, although technically you could decide to create more, in line with additional opportunities you have identified.

Table of contents

1. What is brand rationalisation?
2. Why rationalise your brands?
3. How did you get too many brands in the first place?
4. Understanding the difference between brands & trademarks
5. So what are my options?
6. How easy is it to rationalise brands?
7. What is the process for completing a brand rationalisation exercise?
8. Final comments
9. Recommended Mud Valley tools

The following tools come with the associated training e-pack:

• Market segmentation
• Brand definition workshop
• Brand ownership workshop
• Outright brand ownership
• Brand proposition optimizer
• Brand Force
• Scenario development
• Six Sigma C&E
• Six Sigma FMEA
• Route Planner

The e-booklet costs £9.99 (currently $US 19.99 approx.).

To order this (or any other) e-booklet, please click here.

To order the associated (or any other) e-training package, please click here.

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