How we Restructured the Brand Portfolio of an SME
Our customer had several companies. Most of them had a separate brand name. About 10 brands in total. The brand attribution and awareness of most of those brands were reasonably low.
The brand portfolio needed to be simplified to make it more manageable, more cost-effective, to increase the brand awareness and the brand equity.
Solution & process
4P square made an in-depth analysis of the internal environment of the customer, to get a clear view on the vison, mission, strategy, weaknesses, value creation and personality of the company. A market research was conducted.
This revealed awareness, perception, brand value and the stretch ability of the main brand. After this the value propositions were developed and the brand portfolio was simplified and adapted.
As soon as the brand portfolio was ready, the brand identity was developed and implemented.
There was a lot of attention to the internal launch of the brand (internal branding).
Results
- The restructuring of the brand portfolio resulted in less costs, seriously higher awareness and a better brand recognition.
- Customer satisfaction increased to 90%.
- Higher employee involvement.
Important lessons learned
In the beginning, there was a lot of resistance by the management, since established brands had to disappear and since the rebranding budget was high.
At the end, however, it appeared to be the right choice. The costs to support the brands decreased and everybody supports the change now.
Success factors were: support of top management, attention for change management, internal motivation and internal communication.
