We recently worked with a blue chip North American processor and marketer of seafood products to assist them in determining their branding strategy. This almost 200 year old company, with a storied history and much success, had over time acquired several competitors, sales forces and competitive brand names. Not surprisingly, the company needed to know what impact the multiple brand name strategy had on customers, employees and consumers.

We developed and executed both qualitative and quantitative tools designed to answer the company’s key question – Should we be marketing under the umbrella of one brand name, multiple brands or sub-brands?

Our research provided insights on current perceptions, customer satisfaction, channel efficiency, key account concerns, pricing, value, and, importantly, the way forward in terms of branding.

The company is implementing our Branding recommendation and focusing on a single brand strategy that will evolve from the current scenario of a sub-brand to one of a single brand in order to optimize loyalty and minimize both costs and customer alienation.