• Company historically operated under a business unit structure – with each BU having its own strategies, processes and organizations
• Corporate brand architecture was broadly established, consisting of corporate brands and three sub-brands, though direction was neither defined nor actualized at BU or product level
• Define, elevate and implement brand architecture at BU level, including decision-making tools to apply it

• Assess current situation and confirm key issues, including interviews with senior executives and business managers
• Confirm “as is” brand architecture and develop guiding principles
• Prepare brand architecture framework and decision tools
• Prepare final brand architecture recommendations for business unit implementation

• Confirmed brand architecture with application at the BU/product level, including brand architecture principles, product/brand classification scheme and decision-tree
• Improved awareness, understanding and alignment to brand architecture standards
• Significant economic benefits through rationalized product and brand portfolio at the corporate and division level
• Corporate brand consultants delivered the project on-time and on-budget

Considering hiring a corporate brand consultant?  Contact EquiBrand for more information about our corporate brand consultant services, including new product consulting, branding consulting or strategic marketing consulting services.