Project Description

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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