Project Description
Consumer Products – Brand Consulting Case
Leveraging and extending the brand to capture new revenue streams
Challenge
- Declining market share and decreased category consumption due to disruptive digital technologies
- Strengths in existing brand equity and mass channel distribution
Action
- Brand equity assessment to identify potential leverage points
- Identification of potential extension categories
- Qualitative research to optimize potential concepts, assess brand fit and determine category attractiveness
- Sequencing strategy to enter new categories and extend the brand over time
Result
- Redefinition of the category frame-of-reference, from product to benefit-orientation
- Integration of significant new business platforms that leverage brand and operational strengths
Learn more
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