Brand Rationalization

MCAworks Approach

Rationalizing a corporate brand portfolio requires disciplined analysis to determine which brands are worth keeping and investing in. Strong brands are:

• Growth-oriented—reside in a high-growth category
   
• Aligned with corporate vision and strategy
   
• Differentiated from others both within the external competitor set—and from those within the internal company brand portfolio
   
• Associated with strong customer/consumer relationships and long-term loyalty
   
• Extendable—posses the ability to extend into new audiences, categories, products/services, channels and/or geographies

Once MCAworks determines which brands to keep vs. eliminate, we work closely with management to develop transition plans for merging or phasing out the weaker brands to avoid jeopardizing existing business, customer relationships and revenue streams. At the same time, MCAworks will develop guidelines for growing “the keeper” brands through a combination of business acquisition, brand extension and marketing investment.

Contact Dana Langham for more information.