The Architecture of a High-Efficiency Brand Portfolio
Electrolux Group always puts efficiency at the center of what its brands stand for – but they needed a more efficient brand portfolio across Large and Small Appliances globally and on a regional basis. We helped to re-organize their global brand structure. We separated strategic brands from tactical brands, and identified the non-essential brands to be eliminated or revamped through re–branding. The data–driven approach we took helped inform decision making at every step of the process.
Through insightful brand assessments, we identified 8 strategic brands for Electrolux Group and other necessary tactical brands. For each of these brands, we identified specific target audiences on a global basis, and profiled them on a regional basis. Then, we positioned the brands accordingly re-setting compelling, relevant, and differentiated brand identities and value propositions.
We help Electrolux Group design a clear Brand Architecture backed with Qualitative & Quantitative and Ethnography Research. The deliverables would provide a rationale for understand the unmet needs of potential customers, implementing future customer-centric strategies across brands, monitoring progress along the way, and striking the right balance between centrality and distinctiveness to help each brand grow.