An auto company’s two brands – a mainstream and luxury vehicle brand – were showing signs of diminished relevance and differentiation versus competitor brands. Internally and with consumers, the brands were perceived as too similar to each other, lacking clear identities.
A quantitative consumer segmentation was developed, confirming target personas, brand perceptions, and high-potential positioning areas. This research, along with market analysis, focused ideation, and strategy sessions were used to solidify the brand architecture and vehicle line-up.
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