Troiano's expertise includes tools and analysis for product brand management, its marketing and communication and above all, its process for businesses expansion and development.
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4. Brand Enthropy
Evaluating the brand extension capacity
Nowadays, companies are moving much more towards multiplying businesses based on the same brand, as opposed to simply creating new names and brands. This trend was confirmed by Troiano after carrying out a great products and brands census in the Brazilian market: to every 100 new consumer products, 80 are existing brands extensions.
Brand Enthropy is a methodology especially developed to orient companies in their business expansion processes. It consists in aligning a set of indicators to guide the evaluation of a brand introduction in new categories, to create subbrands or any other extensive movement.
The most important benefits of the Brand Enthropy are providing information and data about a brand’s real potential and orient safe decisions for a more scientific and strongly based conduction of its extension.
Brand Sun is one of the most useful and powerful tools of this technique. It’s a map that organizes the perception of a consumer related to current and potential products and services, as it connects to a certain mother-brand.
Brand Sun provides companies with a managerial path to guide their brands’growth, taking advantage of or anticipating the several opportunities and trends offered by the market.
