>> Automotive Manufacturer – Marketing Consulting Case
Building a brand architecture and individual brand identities across the portfolio
Challenge
- Current brands showing signs of diminished relevance and reduced competitive differentiation
- Competitors aggressively pursuing market-driven strategies, including segmentation and brand management disciplines
- Historical internal, R&D and sales-driven approach to building brands
Action
- Detailed input and review of attitudinal segmentation study including evaluation process and prioritization of market segments
- Work sessions integrating R&D and Marketing organizations to distill implications from internal, competitive and consumer analysis conducted
- Positioning development as input to consumer optimization research
- Assistance with adopting brand management function and organization
Result
- Brand line-up and architecture
- Visibility of brand management disciplines at the highest levels of the organization
- Skills transference through collaborative working sessions
- Organization realignment to reflect commitment to brand management
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