DATE
May 2017
Brand equity redefinition
Overhauling the brand positioning for a global consumer goods company
Challenge
- One of the major global brands of our client, a brand umbrella, had been lacking consistency among its sub-brands and over time, which was impacting its performance
- The goal was to give the brand umbrella an original and legitimate positioning, and implement it across its sub-brands (i.e., reinforce its brand equity, the brand extra value)
Approach
Arthur D. Little’s approach was based on 3 steps:
- Reviewing the current brand identity (history and current attributes) and benchmarking it with its main competitors
- Designing brand scenarios based on its most relevant and differentiating attributes
- Selecting the best scenario and detailing both the brand platform and the key actions to implement it, as well as the main impact on the sub-brands
Value
- Arthur D. Little came up with an original, legitimate and sharp new brand positioning
- The vision of the brand was unique and ambitious, the brand attributes were very precise, and a general short- and mid-term roadmap was proposed to implement the new positioning
- The CEO and teams have strongly supported and started to implement the new brand guidelines, which is now being transformed into
- Identity guidelines
- Product & packaging guidelines
- Communication guidelines
- Internal plan
Brand equity redefinition
Overhauling the brand positioning for a global consumer goods company
DATE
May 2017
Challenge
- One of the major global brands of our client, a brand umbrella, had been lacking consistency among its sub-brands and over time, which was impacting its performance
- The goal was to give the brand umbrella an original and legitimate positioning, and implement it across its sub-brands (i.e., reinforce its brand equity, the brand extra value)
Approach
Arthur D. Little’s approach was based on 3 steps:
- Reviewing the current brand identity (history and current attributes) and benchmarking it with its main competitors
- Designing brand scenarios based on its most relevant and differentiating attributes
- Selecting the best scenario and detailing both the brand platform and the key actions to implement it, as well as the main impact on the sub-brands
Value
- Arthur D. Little came up with an original, legitimate and sharp new brand positioning
- The vision of the brand was unique and ambitious, the brand attributes were very precise, and a general short- and mid-term roadmap was proposed to implement the new positioning
- The CEO and teams have strongly supported and started to implement the new brand guidelines, which is now being transformed into
- Identity guidelines
- Product & packaging guidelines
- Communication guidelines
- Internal plan