Home » Case Studies » Branded direct response catalogue company had just purchased another company and needed to assess brand equity of both companies across multiple industry verticals and determine whether to keep the brands separate or collapse into one
Branded direct response catalogue company had just purchased another company and needed to assess brand equity of both companies across multiple industry verticals and determine whether to keep the brands separate or collapse into one
Client description:
A direct response B2B web/catalogue firm
Challenge:
This branded direct response catalogue company had just purchased another company and needed to assess brand equity of both companies across multiple industry verticals and determine whether to keep the brands separate or collapse into one.
Methodologies:
Qualitative interviews with customers of each firm, non-customers, overlapping customers, and prospective customers along with suppliers and stakeholders. Online quantitative research with the same customer group. Full analysis included sophisticated analytics to measure brand performances against competitors and to compare customers “stated” preferences versus their behavior “derived” preferences.
The result:
A comprehensive report of findings including banners, cross-tabs, and charts and graphs, sophisticated analytics depicted in diagrams and tables, a brand equity and brand positioning analysis. The recommendation was to keep the brands separate and distinct based on a clear need for a different path to market and value positioning in each market. Based on Geo Strategy Partners’ analysis and recommendations, the client was able to strengthen both brands and their overall business model. Our market due diligence analysis also demonstrated to the client that the acquisition had less value in the market than they had believed prior to acquisition prompting the client to institute a policy of performing future market due diligence in advance of any acquisitions.
Geographic scope
US
Industries involved
Healthcare,Pharmaceutical,Transportation
Services applied
Acquisition Market Diligence,Brand Equity and Identity,Brand Strategy,Competitive Intelligence,Customer Satisfaction,Mergers,Strategic Positioning
Methodologies
Advisory,Analysis,Data Analytics,Qualitative Research,Quantitative Research
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