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

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