The Challenge:
Industry consolidation and increasing penetration of generic products were driving an increasingly intensive market sector profile. The largest firm in this environment sought the assistance of Market Edge to enhance its current brands and build strong new ones.

The Approach:
Market Edge supported the global and regional product managers in the building and application of a branding process. By bringing experience from a range of industries and leveraging our understanding of fundamental branding concepts, Market Edge was able to facilitate and improve the quality of analysis and planning. The journey took the embryonic brands through a rigorous process of building all the elements of the brand strategy: from conception, positioning, implementation and measurement of success.

The Outcome:
Top global brands emerged with a strong supporting brand plan. This included brand metric measurements to confirm the efficacy of the brand, and plans to provide a foundation for future improvement. The organizational structure of the business was adapted to reflect the importance of brand management, and brand metrics were established as a global priority for the marketing organization.