Case Study: Brand Positioning For Accelerated Growth

Client Description

North American Automotive Company

Background

• A super-premium niche brand positioning and equity understanding is largely based on intuition
• Inconsistent visual representation of the brand logo and tagline across the portfolio
• Unclear how far it can extend it’s name (other product categories and “mainstream” consumers)

Objectives

• Expand the brand/business beyond “niche status”
• Gain clarity on consumers’ perception of the brand vs. competition – key attributes, differentiators, etc.
• Identify opportunities to strengthen the brand’s positioning to maximize appeal to potential new consumers without diluting the brand’s value among existing core consumers
• Determine the optimal brand structure and Portfolio Strategy (e.g. do we need sub-brands in certain categories)

TPG Approach

• Conducted series of internal and external qualitative assessment sessions to determine “current state”
• Utilized “Illumination Sessions” (unique consumer ideation technique) to uncover potential ownable brand positioning alternatives
• Leveraged insights to create, test and validate several brand positioning concepts and brand extension possibilities
• Built the brand portfolio strategy based on new, deeper understanding of consumers and brand
• Created a detailed tactic and implementation plan for activating/communicating the new positioning

Impact/Results

• Established brand positioning, developed new advertising, adjusted media placement / spending
• Created greater discipline and consistency in logo treatment on packaging and marketing materials
• Better defined the product classes of where to and where not to compete
• Brand successfully grew its #1 share position in core category while successfully entering 2 new categories