Brand architecture research
Sector- Services
Business Practice- Brand & Communication
The Need
Brand Architecture Research – How to transition from the current perception of an investment conglomerate and holding company that passively “hosts” its vertical brands into a respected and powerful, consumer facing brand/a powerful real estate brand recognized as a strong contributor to Dubai diversified economy
Our Approach
Holistic research involving Qualitative insight generation phase followed by Quantitative Brand Equity Measurement & Equity Flow between Parent Brand & its Verticals, to help the client transition into the new brand architecture, ensuring consistency across all its verticals.
Design: Internal stakeholder interviews, Expert interviews (business community, key opinion leaders, government entities), interviews among brokers, customers of the client, their business partners and the general public.
The Outcome
The research helped the client measure its current brand equity in a competitive context, the current strength of association/linkage with its verticals and the current equity flow pattern between the client holding company their verticals.
The research was also used to evaluate the client’s new brand architecture (including new logos, mood boards & brand symbols) and its impact on brand personality, image & values. Also, the impact of new client architecture on all its Verticals, through brand endorsement & brand stretch evaluation.
The insights were used by the global branding agency, as a critical input for re-positioning the client and their verticals, as a consumer-facing brand and also communicating its association with social causes & initiatives.
Client Testimonial
“We have very much appreciated your entire team’s support and professional outcome on the research. The research piece is thorough, well thought through, good flow, comprehensive and ticked all our boxes on past insights as well as paving the way forward for the future.”
“We would like to thank each one of you for taking part in today’s brand workshop, helping us validate our brand insights and positioning, as well as sharing with us your valuable feedback and recommendations.”
Vice-President, Marketing