Case Study Archives: Preventing brand dilution with business at the speed of light

After the Internet changed the speed of business, companies faced a new problem: the uncontrolled proliferation of domain names and online sub-brands within their organizations.
    One of the world’s most venerable investment banks asked BrandLogic to assist the brand management team in assessing the risk facing the company, and how the brand could be leveraged and extended on the Web and through traditional channels. No policies for governing this new business activity existed, and the result was the dilution of corporate brands and customer confusion.
    In addition to consultation on how much the brand could stretch to lower-end markets, the BrandLogic team developed guidelines for domain nomenclature, online sub-brand and extension development, and policies for controlling future acquisitions of Internet-based ventures. In addition, BrandLogic created tools that aided in rapid decision making around the correct name-type and signature that could be applied to any new business venture.