Abstract:

Brand can be used as a lever in a brand diversification strategy. But this requires a specific data collection, which is presented in this paper. This data collection has been conceived in intimate relationship with the nature of the brand, which is analyzed in Part 1. Part 2 is devoted to the description of the technique. The Part 1 develops the idea that the brand has a dominant part in a strategy of diversification, and that products are only the means by which the brand can play this role. This is opposite to common thinking which considers the product as the main reality, and the brand as a subordinate.