Brand Positioning and

Equity Management

The development of your strategic brand promise, and how this translates to the different offerings within your business, which together build your brand equity.

This covers sophisticated challenges including:

  • Megabrands - how do the pieces succeed individually, and all fit together to create a unified brand

  • Brand Stretch - how can a brand successfully stretch into new categories or services for which they are not already known

  • Brand Proof - how to build proof points into your offer that sells product & builds equity

  • Brand Investment Leverage - where to invest for maximum impact.  This considers the master brand, individual offerings, the which hero offerings have a halo effect

This is valuable as.....

Brands are complex, most with multiple targets and offerings, which may have different competitiors. This looks at each pillar of the brand indiviudally, as well as part of the whole, and where to prioritise funds for maximum “return on brand and business”.


This is a structured and facilitated process, using our “Define, Decide, Do” methodology that empowers teams to contribute, collaborate and conclude on outcomes.


  • Strategic Brand Positioning

  • Brand Equity Matrix

  • Product / Service Proof Points

  • Investment Prioritisation Plan


  • Head of Marketing

  • Head of Customer

  • Head of Corporate Comms

  • Their teams


Approximately 2-4 weeks


Approximately a 20 page detailed strategic document, with a “1 Page Strategic Brand Equity Matrix” summary for sharing across the organisation

MacMORGAN have proudly led brand positioning and equity mangement for.....



M: +61 408 769 029


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