Case Study: Brand Positioning For Accelerated Growth

Case Study: Brand Positioning For Accelerated Growth

Client Description

North American Automotive Company


  • 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)


  • 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


  • 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

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