Evaluating the feasibility for brand name change and its effect on positioning and awareness
Product
- Market Intelligence
Tech Stack
- Data Integration
- Data Visualization
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Data-as-a-Service
Applicable Industries
- Apparel
- Consumer Goods
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
About The Customer
The customer in this case study is a leading apparel manufacturer in the consumer goods and services industry. They were interested in changing the brand name for a product line extension. The goal was to determine which of three names should be retained based on various factors such as overall name preference, the imagery associated with each name, and a comparative estimate of potential sales volumes under each name.
The Challenge
The client, a leading apparel manufacturer, was considering changing the brand name for a product line extension. The study was designed to determine which of three names should be retained. The decision was to be based on assessing overall name preference, understanding the imagery associated with each name, and developing a comparative estimate of potential sales volumes under each name.
The Solution
Blueocean Market Intelligence, a global analytics and insights provider, was brought in to help the client make a data-driven decision. They used their 360 Discovery approach to ensure the comprehensive use of all available structured and unstructured data sources. This approach combines analytics, domain expertise, engineering, and visualization skills to provide strong decision support. The results indicated that changing the brand name would dilute the client's existing equity. As a result, the client decided to retain the original brand name.
Operational Impact
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