global rebranding study was designed to help bring a singular brand strategy to
bring 10+ disparate brands under single, unified US brand.
A large international retail
company wanted to consolidate 10+ disparate brands acquired through years of
acquisition. Each brand had a different
brand name, brand image, target customer.
Qualitative and quantitative
research was designed to optimize brand needs as well as research protocols in
each country. Standard US research
protocols are not necessarily customary in every country.
Some brands were more similar
than originally thought. Rebranding to
the flagship brand was an easier journey.
Several brands were even more different than originally thought. The first step to rebranding was the
discovery of how the brand images, culture, and populations differed. A strategic vision was created with specific
steps to help speed the rebranding and ensure a successful transition.