Global Brand Consolidation Strategy for Digital Technology Leader
How a globally recognizable technology company successfully consolidated multiple brands using comprehensive international market research, enabling cost-effective brand management while maintaining market position.
Project Details
Key Results
The Challenge
A global technology company with several brand names, audiences, and products faced an executive decision to combine and condense brands for more cost-effective brand management. They needed answers to critical strategic questions.
- Which brands are inextricably linked to their products in each category?
- Which brand and product names are indispensable to the overall company?
- Which brands and products are highly recognized by customers?
- How do their brands compare to competitive brands?
- Are these answers specific to customer roles?
Strategic Brand Decision Making
Understanding brand recognition, product association, and competitive positioning across global markets.
Research Approach
Global Survey Methodology
In partnership with the client, Proof Insights created a comprehensive survey asking respondents to identify their role when using the company's technology, then provide input on several popular brands within that role context.
Role-Based Analysis
Survey designed to understand brand perception based on user roles and technology usage patterns
Brand Recognition Testing
Questions examining recognition, performance, and perception of various brand aspects
Competitive Analysis
Comparative assessment against industry competitors across all target markets
International Market Coverage
Survey links were distributed to both customers and non-customers around the world, reaching 9 countries across multiple continents.
Multi-Language Analysis
Proof Insights collected and analyzed survey results including those re-translated to English, enabling differentiation by country, region, and industry role.
Research Implementation
Survey Distribution Strategy
The survey targeted both existing customers and potential customers across diverse geographic markets, with email addresses sourced from the client's customer base and third-party industry participants.
- Customer base and third-party participant targeting
- Multi-language survey deployment
- Role-based question customization
- Global market representation
Advanced Analysis Framework
Proof Insights ran thoughtful cross-tabulation, segmentation correlation, and multi-source insight analysis to provide comprehensive brand positioning recommendations.
- Cross-tabulation analysis by region and role
- Customer and potential customer segmentation
- Competitive brand positioning analysis
- Strategic consolidation recommendations
Comprehensive Market Intelligence
The analysis provided clear insights into how the client's brands measured against competitors, customer base segmentations, and the most effective positioning method to maintain company narrative while reaching the largest customer base possible.
Research Results
Strategic Brand Decisions
As a result of the marketing research, the client was able to make impactful decisions about which brands to condense and combine. The company continues to thrive with an effective and efficient number of brands and products under their name.
Brand Consolidation Success
Clear direction on which brands to maintain, combine, or retire based on market recognition
Cost-Effective Management
Optimized brand portfolio enabling more efficient marketing and management resources
Competitive Positioning
Enhanced understanding of brand strength relative to competitors across markets
Customer-Centric Strategy
Role-based insights enabling targeted brand messaging and positioning
Global Market Insights
The research provided detailed breakdowns of customer and potential customer base segmentations across all nine international markets, with clear recommendations for changes to maximize branding efforts.
Identified which brands have strongest recognition in each geographic market
Determined which brands are inextricably linked to specific product categories
Segmented insights based on how different customer roles interact with brands
Research Impact
Strategic Outcomes
Proof Insights Advantage
Proof Insights can benefit your company too. Our research methods are specialized to the markets we work within, with all projects customized and tailored to address specific client needs, goals, and objectives.