Global Brand Research Case Study Vision One

Case Studies

Global Brand Research – Tinned Food

Global Proposition and Brand Research

Introduction

Our client was a global food manufacturer with a portfolio of brands that includes a range of iconic and much loved products. They had recently acquired a global brand that had allowed it's proposition and positioning to vary by country and move away from its original core values and brand research was needed to help develop a new and coherent proposition for the brand.

Approach

A global programme of qualitative work was conducted across several continents. In each country a series of extended Focus Groups was conducted amongst category users. Each Focus Group included playful and visual exercises designed to explore deep seated emotional associations with the brand.

Recommendation

We recommended a positioning that incorporated core values of the category, but also emphasised key areas of differentiation of the client’s brand.

Action

As a result of the project the client was able to adopt a unified global positioning for the brand that communicated core brand values and resonated with consumers.