9.7 Brand Development Strategies

Learning Objectives

  • Explain key strategies for developing brands including brand ownership, brand and line extensions, co-branding and licensing

Up to this point, this module has explored the important ingredients of creating brands. But once you’ve combined the ingredients and you have a fledgling brand, then what?

You need a branding strategy.

Branding strategies are different approaches for expanding the reach of a brand, reinforcing its value, and finding advantageous ways to coexist with other brands. It’s a crowded marketplace for brands today, and in the future it will only grow more crowded. As you’ll discover, carefully selected and wisely executed branding strategies can multiply the benefits of the brands you build.

Learning Activities

  • Reading: Brand Development Strategies
  • Self Check: Brand Development Strategies


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Introduction to Marketing II (MKTG 2005) Copyright © 2020 by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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