EquiBrand Consulting Launches Three New Brand Strategy Service Offerings

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Leading management consulting firm expands focus on brand positioning, brand architecture and brand extension.

EquiBrand Consulting announced the launch of three new service offerings, tied to key strategic areas of growth. The dedicated service offerings emphasize brand positioning, brand architecture and brand extension. The service areas are receiving significant interest in the marketplace as companies turn to a growth-focused mindset.

“The launch of these dedicated offerings is a reflection of the recent growth we’ve seen in our brand strategy and marketing strategy consulting work,” said Tim Koelzer, Managing Partner at EquiBrand Consulting (http://www.equibrandconsulting.com). “Over the last few years, during lean economic times, many companies were focused on cost-cutting measures, though see now that the time is ripe to focus on business growth.”

EquiBrand decided to emphasize the three service offerings, based on an in-depth review of its business mix, since the company launch in January 2000. Each of the service offerings emphasizes a component to brand strategy development.

Brand positioning focuses on defining the conceptual space the brand should own in the marketplace to maximize customer relevancy and competitive differentiation. It serves as the basis for developing communication strategies and plans, including messaging to target customer audiences.

Brand architecture relates to the strategic, relational structure of all products and brands in the portfolio. Emphasis here is on constructing a clear, consistent expression of the brand to maximize brand clarity, synergy and relevance.

Brand extension – or brand stretch – is a means for companies to enter new categories with existing brands. It is based on the premise that brands are valuable assets that can and should be strategically and selectively extended to strengthen the existing brand franchise while enhancing success of new business development

EquiBrand has demonstrated success with these service offerings, across a variety of industries, including consumer products, insurance, financial services, and pharmaceutical, healthcare and medical device consulting through its BioBrand division.

About EquiBrand Consulting. EquiBrand Consulting, Inc. is a leading brand consulting firm focused on helping companies grow their businesses and brands. The company was founded in 2000, with offices in San Francisco Bay Area and Chicago, IL.

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Tim Koelzer

Tim Koelzer
@TimKoelzer
since: 02/2011
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