BizSugar.com › Marketing › Marijuana Marketing Strategies that Build Brand Equity

In those states allowing recreational marijuana use (including the four that passed legislation this past November), existing medical cannabis dispensaries as well as new market entrants may plan to serve both recreational and medical cannabis users to reach the broadest base of consumers and drive sales volume.
These companies may give little consideration to the effect a single, or “parent” brand has on brand equity and positioning. In many cases, serving both consumer segments under a single brand is NOT the best means for capturing market share and establishing consumer loyalty.