Success Stories: Branding Strategy

Branding strategy, positioning, or market segmentation research, were marketing concepts rarely connected with housing building products. Our client, a Fortune 500 company, saw the positioning potential for rapid market penetration as it faced important branding, brand-name selection and positioning decisions for its new high-tech engineered wood building product line.

Our Creative Branding Engagement included two types of market research: a segmentation research study to identify positioning opportunities and salient segmentation dimensions; and a brand equity and name perception study to seek out the competitive communications platforms that would pack a punch. Our market research projects gave new learning about consumers and the building trades; and our consulting recommendations showed positioning strategy opportunities that could rapidly build the brand and deliver gross margins for the business.

RESULTS
Our work led to the brand naming and brand positioning strategy that created high trade enthusiasm and positive consumer product identity.

Related Consulting and Market Research Services

• positioning research
  
• customer satisfaction
  
• branding research
  
• segmentation research
  

• Case History: Techonology Innovation Consumer New Product Branding & Positioning