Creating a new medtech divisional brand and action plan for future acquisitionsEquiBrand2022-04-14T12:11:00-07:00
A medical technology organization wanted to establish a new division while integrating a recently acquired company.
The integration required developing a global, division-level value proposition and positioning that aligned with the corporate brand while promoting regional flexibility.
Brand equity research was used to evaluate the strength of the acquiring and acquired brands in establishing brand architecture and portfolio management guidelines.
Challenge
Global, EU-based medical products, therapies and services company seeking growth through acquisition
Acquired US-based division challenged with integrating business and brand under new corporate brand identity and brand architecture
Limited cross-market understanding, across geographies (EU and US), customer segments or product portfolios
Action
Brand equity market research to assess physician, market and brand dynamics
Internal workshops with executives and functional managers to hypothesize integration opportunities, across marketing strategy, brand positioning and brand architecture
Exploratory and concept optimization research with physicians to optimize and validate the new, integrated value proposition and strategic position
Recommended marketing and brand strategy and plans to direct integration efforts, including brand portfolio management under the global brand
Result
Delivered on corporate strategic goal of new market, therapy and physician penetration
Revised marketing and branding materials, folding acquired company under global masterbrand
Brand integration best practice principles fully documented and used for subsequent brand merger and acquisitions
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