FRC Research Corporation

Brand Extension/Equity Extension Technique (BEET)

Understand your brand's equity and extendability

Identify synergies between the brand and potential new products
Prioritize expansion into new categories

Data Collected:

Attitudes toward current brand
Interest in each current brand and proposed product
Perceptual profile of each current and proposed product
Uniqueness and overall rating of each item
Behavior in all categories under consideration

Analyses:

Extensive cross-tabulations
Shared benefit analyses
TURF analyses