Creating a brand architecture strategy and distinct identities for a leading automotive manufacturerEquiBrand2022-04-15T07:29:09-07:00
Project Description
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.
Challenge
Current brands showing signs of diminished relevance and reduced competitive differentiation
Competitors aggressively pursuing market-driven strategies, including segmentation and brand management disciplines
Historical internal, R&D and sales-driven approach to building brands
Action
Detailed input and review of attitudinal segmentation study including evaluation process and prioritization of market segments
Work sessions integrating R&D and Marketing organizations to distill implications from internal, competitive and consumer analysis conducted
Positioning development as input to consumer optimization research
Assistance with adopting brand management function and organization
Result
Brand line-up and architecture
Visibility of brand management disciplines at the highest levels of the organization
Skills transference through collaborative working sessions
Organization realignment to reflect commitment to brand management
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