Client Goal:

Determine how best to integrate products with different brand names under a single core branding platform.

Realities:

Over the years the client had either purchased or developed a number of software and middleware lines marketed under various branding platforms which resulted in inconsistencies and marketing redundancies.

Praxis Strategy:

Employing a discrete choice analysis method to evaluate branding scenarios, Praxis was able to develop models for potential return and to test various branding strategies for the most profitable outcome.

Measurable Results:

Research identified a branding platform that leveraged one of the existing brands. Modeling indicated higher potential revenues as well as improved brand strategy. A strategy of using consistent naming throughout all products was adopted as corporate policy. Research led to new products being branded accordingly, with the variety of existing products being repackaged and marketed to reflect the new strategy.

 

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