Project Description

Top Marketing Consulting Firm

Automotive Manufacturer #1 – Brand  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

Learn more

Contact EquiBrand for more information about our strategic marketing consulting, branding consulting or innovation consulting services.