Case Study: Brand Strategy

• A turnaround for a textile brand

• A brand with a strong heritage and dealer goodwill had lost significant ground in the face of a rapidly changing consumer and competitive environment. The brand needed to be re-invented in order to unlock the brand’s true potential and rebuild enterprise value.

• A full fledged turnaround program was designed - which included brand equity assessment via consumer understanding, re-development of growth strategy aligned to the market and competitive reality, re-positioning opportunities, communication strategy and mix planning. The business case for brand equity building was also developed to arrive at the investment levels and 5 year ROI.

• More importantly, a challenger brand approach led and directed the work – resulting in a previously unexplored, unconventional strategy with a real chance for marketplace success.

Source: http://leapfrogstrategy.com/a_turnaround_for_a_textile_brand.asp

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