Breadth of a Branding Strategy, Depth of a Branding Strategy

Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand the combined components of your company’s character that make it identifiable.

Brand awareness can be distinguished in terms of two key dimensions depth and breadth. Depth of brand awareness refers to how easily customers can recall or recognize the brand. Breadth of brand awareness refers to the range of purchase and consumption situations where the brand comes to mind. A highly salient brand is one that has both depth and breadth of brand awareness, i.e., such that customers always make sufficient purchases as well as always think of the brand across a variety of settings when it could possibly be employed or consumed.

eds satisfied by the brand contributes to brand equity and helps combat brand parity. The normative model of brand image management suggests that marketers should base their images on a single set of consumer needs (depth strategy), rather than multiple sets of needs (breadth strategy).

Breadth of a Branding Strategy

Being broad in scope. Carrying items in many different product categories. Offering several different types of service under one roof.

This means that you try to offer everything a customer might want, even if it’s only remotely related to your product or service offering. If you are a remodeling company you might do everything from adding a closet, to trimming out some cabinetry, to building a patio, up to a complete kitchen remodel.

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

Depth of a Branding Strategy

Being intense in scope by immersing your business into an industry or product category. Stocking a focused product mix, a specialized service offering.

One example is a landscaping company that does only irrigation systems, or only commercial work. The key word being only.

That word only is a sticking point. Businesses would rather use the term: and more. “Family law, real estate law, injury claims and more.” Which makes a business wide rather than deep? The problem with breadth is that it costs more to be wide. You have to carry more stuff or offer more services, increasing your operating expenses. Breadth also requires lower prices to move your inventory or to win business against a wider field of competitors.