Measuring Success & Mitigating Risks in Brand Extension (U Gyan Taikpon Mock-up Plan)

A strategic plan isn’t complete without a robust framework for measuring its impact and anticipating potential pitfalls. For the U Gyan Taikpon mock-up plan, I developed a comprehensive approach to brand performance evaluation and risk mitigation, ensuring the extension’s success and its positive impact on the parent brand’s equity.

Key Brand Indicators (KBIs): To measure the success of the brand extension, we identified critical KBIs for Year 1. These included targeting a 15% market share in the premium segment (aligned with U Gyan's positioning), achieving 30% repeat buyers (indicating loyalty among urban professionals), a 50% increase in brand recognition (crucial for competing with local alternatives like Lion Step/KTM), and a 20% social media engagement rate (reflecting success in targeting Gen Z).

Brand Equity Measurement: Leveraging Keller's Brand Equity Pyramid, we established metrics across all layers, from Brand Salience (recognition in flagship stores) to Brand Resonance (Loyalty program participation). A key target was achieving a

+40 NPS (Net Promoter Score) from both professionals and students, and tracking the hashtag #WearYourIdentity for pride/identity mentions. This holistic approach ensures we understand how the Taikpon extension strengthens U Gyan’s overall equity.

Risk Mitigation: The plan also addressed key risks identified for the extension.

- Brand Dilution: Mitigated by the "U Gyan Taikpon" hybrid branding, retaining parent brand trust while differentiating the new line.

- Youth Disengagement: Addressed through targeted TikTok campaigns with Gen-Z influencers.

- Price Sensitivity: Managed by offering student discounts and bundle deals.

- Political Instability: Aligned with CSR initiatives by localizing the supply chain and partnering with Mandalay weavers.

- Fast Fashion Competition: Emphasized "Myanmar-made craftsmanship" in ads to leverage cultural authenticity.

This structured, data-driven approach, along with proactive risk management, ensures sustained brand growth and market leadership. For all KBIs, evaluation methods, and risk mitigation details, refer to the full mock-up plan at: shainwaiyan.com/marketing-plan